DALLAS - Siboney USA here has won the Hispanic account of United Distillers & Vinters' Jose Cuervo tequila. The shop is readying an estimated $5 million marketing push in the Southwest as part of a national effort.
The campaign, which comes at a time when Jose Cuervo is also refining its packaging standards, will embrace print, television and radio. The brand, first introduced in 1789, will be positioned as the authentic Mexican tequila.
Siboney will be responsible for creative development as well as help create promotions and trade strategies based on market research conducted last year.
Bill Simon, vice president of consumer marketing for UD&V Southwest, said the agency's insight into various segments of the Latino community will help better target "not only Hispanic, but within that segment Mexican versus Latin American, and San Antonio versus Miami."
The effort is slated for launch around "dieciseis de Septiembre," Mexican Independence Day on Sept. 16. While programs will vary by each market based on Hispanic population, the initial focus will target Texas and its 25 percent Hispanic population, along with seven other states.
"This is a new initiative, which is surprising since we have the No. 1 Mexican trademark in tequila," Simon said. "We are leading with Jose Cuervo because of a predisposition by the consumer base toward tequila.
"We took an in-depth look at the consumer base in states like Texas, California and New Mexico, where 24-40 percent of the population is Hispanic," he continued. "We have not been speaking to them, so now we are diving in."