This week we’re launching a huge, pan-regional campaign to promote Jose Cuervo’s new creative strategy in Europe and South America. We’re championing the Instigators. The leaders of the pack, the lovable mischief-makers that can turn any situation into a night worth remembering. The one’s who are always asking “Who’s In?”

The campaign kicks off with the following film, I Am Instigator:


Which leads viewers to our Facebook hub, where they can install perhaps the most useful online utility ever devised: A ‘Who’s In’ button you can use to rally all your mates for any event with a single click; and the ultimate night out experience in The Town.


Here’s How it works:



Posted by:Tim Bateman