Jose Cuervo – Nationwide Sampling Campaign

Campaign Overview:

HEL’s team of brand ambassadors set out on a national sampling campaign for our client Proximo Spirits, intending to get people all over the country to try Jose Cuervo tequila interactively and enjoyably. The activation took place in 5 major UK cities over the space of three months

The Brief: 

Jose Cuervo wanted to carry out a campaign highlighting the workability of Tequila in mixed drinks (rather than just as a shot at 2 am) whilst also getting as much liquid to lips as possible on a national scale

The Activation

HEL’s designed and created “The Mixomatico” an interactive vending/plinko machine that allowed members of the public to catch a ping pong ball in a cocktail glass in exchange for a sample of one of three Jose Cuervo mixed cocktails. Alongside this, we created Jose Cuervo jet packs, which dispensed Jose Cuervo cocktails in a roaming capacity.

The machine, together with an expert team of Tequila Bartenders and brand ambassadors (regional and travelling), traversed the country from Brighton to Manchester, handing out samples & merchandise and engaging with the public on how good Jose Cuervo Tequila is in a long drink.

Brand: Jose Cuervo

Client: Proximo Spirits

Activity: Experiential Nationwide Sampling Campaign

Provision: Design, Production, Logistics,
Location Booking, Event Staff,
Event Management, Bar Management
The Results:
29,300 interactions,
19,835 Samples
3 different Cocktails
9 Live days
5 Different cities
60 shifts

People queuing up for tequila outside with sampling stand
HEL' Event staff all dressed in dark blue and posing with bottles of Tequila. In front of a brightly coloured bar
People engaging with street marketeers about tequila

The Aspall Cider Meadow

Immersive Alcohol Activation


Multi-Festival Tour

Villa Maria

Villa Maria

Reese’s Ice Cream

Sampling Activation

Deliveroo’s Demonic Butchery & Pie Emporium

PR Stunt

Tiffany & Co. Ice Rink

Experiential & Sales Event

Blue Moon

Experiential Sampling Campaign

Ardbeg Wee Beastie Tour

PR Stunt & Photoshoot


In-Store Sampling Campaign

London Makes it Possible

PR Stunt

SSE Energisers

Branded venue sponsorship and customer reward scheme

Reese’s DJ Santa Dash

PR Stunt & Live Sampling Activation

The Casper House

Pop-up Showroom & Store

Singha Thai New Year

Immersive Dining Experience

Kraken Screamfest

On-Trade Sampling Campaign

Beats Above The Noise

Retail Activation

The Good Ship Benefit

Immersive Brand Experience

The Greatest Showman

Experiential Film Premier

Keep Britain Tidy

Experiential Media Launch

Apply to be an Angel

Please attach your CV

Make an Enquiry