October 30, 2008
Can Jose Cuervo Naming and Branding Help You "Live Notoriously Well?"
Jose Cuervo is encouraging customers to "Live Notoriously Well" in its new campaign, which is a slogan obviously designed to reposition Jose Cuervo as an aspirational brand.
There are very few liquor brand names out there that really appeal to both the upscale and downscale crowd, but one that immediately comes to mind is Jack Daniels, which appeals to easy sipping young professionals (you can even get the logo on your Blackberry), as well as rock stars like Slash from Guns n' Roses.
With the "Living Notoriously Well" website, Jose Cuervo is trying to distance itself from the humorous persona previously associated with its brand name and it appears to already be working. To their credit, the word "notorious" makes the brand sound like an outlaw, and gives the drink a kind of western resonance that seems to fit.
The brand's owner, Diago, also just launched a "premium silver" tequila called Jose Cuervo Platino in response to dwindling sales against ultra premium tequila competitors.
But tequila does have an aging process and there is a broad range of quality out there, much like bourbon, with high end brands coming in at $50 a bottle. The key question here is whether or not tequila can genuinely become part of the good life or if it will always be a step below margaritas and slammers.
Which, for some, is pretty much as good as it gets.
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