Jose Cuervo 'Live Notoriously Well' campaign
The campaign, entitled 'Live Notoriously Well', will be led by 30-second and 15-second television adverts for the brand. The tongue-in-cheek ads follow a man's quest to become a living legend, guided by the 'Book of Living Notoriously'.
While no financial details were given, Diageo did say that the push would also include out-of-home, online, print and radio advertising, public relations programmes and experiential marketing.
"Jose Cuervo is the ultimate authority on Living Notoriously Well," said Gerry Reid, managing director of Jose Cuervo International. "The campaign will energise the brand among our target consumers and reflect who they are and what they aspire to be. Jose Cuervo will assist them in reaching those aspirations through a metaphorical guide to approaching life."
The TV ads will air on cable networks including ESPN, Spike TV, Discovery Channel, Comedy Central, Turner Sports-TNT, FX and TBS.