Tradicional is the Cuervo family's original handcrafted tequila dating back over 219 years. "History in a Bottle" was created to showcase this enduring craftsmanship and position Cuervo as a truly authentic tequila.

But we didn’t want to just tell people about Cuervo’s past, we wanted them to experience a truly handmade history. And we needed to give people a reason to choose Jose Cuervo during the tequila industry’s most crucial selling period.

An online film and social posts featuring our historical figures drove traffic to a landing page experience where fans watched a quick demo and downloaded the app for Android and iPhone.

Using the augmented reality app, fans scanned bottles of Tradicional to reveal 3D scenes from Cuervo’s history inside the bottle. From Casa Cuervo in 1795 to the invention of the Margarita in 1945, we helped people take home their own piece of Cuervo history.

The app launched on Cinco de Mayo as part of a larger campaign starting with a YouTube homepage takeover that racked up 44 million impressions with a click thru rate exceeding the YouTube benchmark by 1.1x. In less than 2 weeks post-launch, the spot received over 700K. Social posts promoted the app, leading to over 4x the average engagement on our social channels and over 700 app downloads. In end, after six straight years of declines, Jose Cuervo enjoyed its first year of growth in 2014 with a 0.9% bump to 3.4 million cases.