el Jimador - Cinco de Mayo

Story

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.  

Tactics

  • Hire 125 Jimadore brand ambassadors
  • Visit 20 key landmarks in NYC, including Central Park, Rockefeller Center, Madison Square Garden, Times Square, Penn Station, and Union Square
  • Participate in the closing bell ceremony at the New York Stock Exchange
  • Share live updates from the field with the el Jimador team for posting to the brand’s Facebook page throughout the day

Results

  • The teams engaged with more than 7,000 consumers
  • Approximately 1,000 mini martini shakers, 1,600 recipe cards and 6,000 booklets were distributed to consumers
  • Both years the Jimadores were featured on the Today show and took pictures with Al Roker and Matt Lauer

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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