Dieste Redirects Tequila to Mexican Americans

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 a beautiful woman.

The ads retain the look and feel of Jose Cuervo’s mainstream ads, pairing black-and-white photos with a gold banner and the “Vive Cuervo” tagline conceived by Arnell in New York.

“Given that Mexican-Americans comprise the largest segment of the U.S. Hispanic population, and Jose Cuervo is one of the most recognized brands in Mexico, it’s a natural extension for us to customize our advertising to reflect the experiences of the Mexican American community,” said Carlos Arana, managing director, Jose Cuervo International.

Beginning in mid-October, two of the ads will begin appearing in November issues of People en Espanol, Maxim en Espanol, Latina, Open Your Eyes and Motor Trend en Espanol. Two other print ads will roll out in 2004. Five radio spots will break in key California markets including Los Angeles, San Francisco, Fresno and Bakersfield.

Dallas-based Dieste Harmel & Partners, an Omnicom agency, won the account in March.

Jose Cuervo, a brand of London-based Diageo, spent $12 million on advertising through November of last year, according to TNS Media Intelligence/CMR.