“BIG Transform’s ability to find deeper human truths comes from their ability to rise beyond culture and find the highest common denominator insights, which neither the US or Mexican team had anticipated or could have got to alone.”

BRAND DIRECTOR, PROXIMO SPIRITS

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Uniting a portfolio of brands across borders addressing culture, consumer and market dynamics in US and Mexico.

01/ CHALLENGE

We own the category, but we are losing share to premium brands in our key markets US and Mexico.

02/ SHIFT

How to identify and then harness a claimed behaviour in Gen Z, and actual behaviour in millennials in the US & Mexico to redefine a portfolio, at the same time elevating the individual brands.

03/ SOLUTION

22% portfolio growth for the masterbrand in year 1 of implementation. Cuervo Tradicional volume sales growth was twice the category (29% vs 12%).

BigT were nominated as finalists in The Drum’s global Marketing Awards for Best Relaunch Strategy of the Year in 2020.