NEW YORK - Jose Cuervo tequila breaks a $5 million advertising campaign Oct. 1, hoping to create a tequila superbrand that will have selling power far beyond Mexican restaurants and the summer beach crowd. Cuervo, imported by Heublein Inc., hasn't advertised extensively for more than three years. Most of its consumer efforts have been directed at lifestyle marketing, including support of Ultimate Frisbee and beach volleyball. Cuervo will add extra dollars to national magazine advertising in books like Spin and Rolling Stone. The ads from agency Grybauskas Beatrice/N.Y., incorporate an umbrella tagline, 'Primo Tequila' that will appear on all Cuervo advertising.
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