Jose Cuervo: The Agave Project

Problem: For years, Jose Cuervo had invested in The Agave Project, an initiative to steward the land of Tequila, MX through sustainable agave use. The initiative was groundbreaking for the industry & planet yet totally uninteresting to our young spirits drinker audience.

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Insight: Young spirits drinkers were looking for fun, easy ways to show their commitment to the planet.

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Solution: Bring Jose Cuervo’s agave fiber reuse program to life in the most tangible way possible: by offering up agave straws for free. These straws gave our audience a fun, easy alternative to wasteful plastic. Jose Cuervo’s message was clear: a more sustainable future is better for all tequila.

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Big Idea: The Straw That Makes Tequila Better