Big brands, both relating to Latin America and not, are gearing up for celebration of the Mexico’s bicentennial on September 16. Soon after the release of the Hennessy commemorative bottle, Jose Cuervo is also tapping into the festive movement with its light-hearted project, inviting consumers to grow giant mustaches.
The tequila brand is paying a tribute to one of the most recognizable national symbols, gorgeous mustaches, which is an essential part of a macho man image. Jose Cuervo is encouraging Mexicans to take part in the hilarious project dubbed “Let’s Celebrate 200 Years of Mustaches” by visiting the dedicated website www.bigotes.mx (Spanish word “bigote” stands for English “mustache”), where internet users can share their progress in ‘cultivating’ facial hair on the upper lip by uploading pictures of their faces with gorgeous moustaches. The visitors, who are unable to grow it, can just out a curly (straight, long, short or whatever) charcoal ‘decoration’ under their nose with the help of a special tool on the website.
«This wouldn’t have worked if it hadn’t been linked to Cuervo’s DNA. The goal when the promotion started on July 15 was to have 4,000 mustache pictures uploaded by Sept. 16, he said. As of today, there are already 4,809 pictures on the site, and 1,309 votes have been cast,» commented Marco Colin, co-founder and chief creative director of Anonimo, а Mexican independent agency, which developed the “Let’s Celebrate 200 Years of Mustaches” campaign.
Jose Cuervo is going to determine the owners of the most impressive or even outrageous moustaches though online voting and invite the winners to the grand party, which will be arranged in the town of Tequila in Jalisco, Mexico to celebrate the 200-th anniversary of the country. AdAge reports that the names of the rest of submitters will be featured on a world’s biggest tequila bottle to be unveiled on September 16.
This is not the first time when brands turn to the moustache theme. Last November, Pepsi Max launched one-month campaign called “Mo-Mento Maker” encouraging consumers to grow their moustaches during 30 days and making a short documentary of this process both for fun and for raising money, which was later donated to prostate cancer research.