Proximo Spirits Sends $20 Million Jose Cuervo Account to Mekanism

The agency's first campaign, '#CincoToGo,' launched on April 28

The Mekanism logo in between two bottles of Jose Cuervo
Mekanism will be tasked with strengthening Jose Cuervo’s positioning as a category-founding brand. Mekanism/Jose Cuervo

Proximo Spirits has selected independent agency Mekanism as agency of record for its Jose Cuervo tequila brand.

Mekanism will handle the account out of its New York office and will be tasked with strengthening Jose Cuervo’s positioning as a category-founding brand. Its campaigns for this year will support sub-brands Especial, Tradicional, Reserva de la Familia, as well as ready-to-drink and ready-to-serve brand lines.

“We are excited to welcome Mekanism into the Cuervo family,” Proximo Spirits svp, marketing Lander Otegui said in a statement. “We look forward to the new and memorable communications we will dream up together; campaigns that will strengthen our position as America’s favorite tequila.”

Proximo Spirits spent nearly $20 million on media for the Jose Cuervo brand last year, up from a little under $17 million in 2018, according to Kantar Media.

Mekanism’s first work for the brand, “#CincoToGo” debuted April 28 and features Jose Cuervo footing the bill for Cinco de Mayo orders from local Mexican food restaurants. Driven by mobile payment app Venmo, participants can share photos of to-go order receipts with the hashtags #CincoToGo and #CuervoContest to @JoseCuervo for a chance to be reimbursed by the brand via Venmo.

“This Cinco de Mayo, due to Covid[-19], we pivoted from our original campaign direction, to connect with tequila lovers in a more meaningful way that keeps intact the spirit of the brand and the popular calendar date,” Mekanism co-founder and CEO Jason Harris said in a statement. “We hope our aligned, collective values can help the greater good and support other independent businesses during these trying times.”

@ErikDOster Erik Oster is an agencies reporter for Adweek.