One Round in the Octagon with Jose Cuervo

Cuervo partnered with the UFC to challenge Cuervo haters to back up their trash talk. If these haters were proved wrong in a blind taste test, they had to face the consequences and go one round in the Octagon with UFC Heavyweight Champ Tom Aspinall.  People say they hate Cuervo, but when they drink it without the preconceived notions that come from seeing the name on the bottle, they actually like it. 

The team extended Cuervo’s longstanding UFC partnership into long form branded entertainment.  

Jose Cuervo created a unique taste test stunt. If haters couldn’t pick out Cuervo in a blind taste test, they had to go one round in the Octagon with heavyweight champ Tom Aspinall.  

For our content to be effective, it had to be real. The taste test was completely unscripted, using real Cuervo haters who didn’t know what they were getting into. The team treated the entire production like a reality TV episode, keeping them in the dark until the last moment.  The reactions, fear, and (most importantly)  taste test results were all unscripted, and captured in real-time at the UFC training facility. 

By approaching this content not as an ad but as a genuinely entertaining piece of UFC content, fans were highly engaged and the reaction was overwhelmingly positive and genuine.