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NEW YORK Dieste Harmel & Partners this month debuts its first work for Jose Cuervo International, a print and radio campaign that spins general-market ads by the Arnell Group for a Mexican American audience.
One of four print ads for the tequila brand’s Especial label, entitled “Frontera,” is intended to resonate with the newest Mexican American consumers because of their decision to come to the United States. The headline, “Dare to Cross Borders,” is paired with Arnell’s photograph of a bartender leaning over the bar toward an attractive woman.
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