el Jimador and Havas Street teamed up in 2010 and 2011 to execute stunt activations on Cinco de Mayo, which leveraged the Mexican holiday and positioned el Jimador as the most authentic tequila. Both stunts included brand ambassadors dressed as Jimadores, or agave harvesters, parading throughout New York City while engaging with consumers, communicating brand messaging points, and promoting the safe consumption of tequila. Activation in 2010 consisted of 100 Jimadores, split into four teams that canvassed the city for 16 hours. The 2011 stunt was a choreographed flash mob composed of 25 brand ambassadors dancing for nine hours to the classic song “Tequila.” Havas Street increased consumer awareness of el Jimador and its various expressions while bringing to life the brand’s positioning—“Real. Party. Fun.”—through these two unique one-day activations.