Cuervo Especial Tequila sponsors Zoe Ball show on Xfm

LONDON - In a bid to reposition the brand as a mainstream drink, Cuervo Especial Tequila is sponsoring Zoe Ball's drivetime show on Xfm.

The sponsorship, negotiated by Carat, runs for six months and includes online and on-air promotional activity.

Carat has also negotiated a complementary sponsorship deal with Swinstead Publishing, the publishers behind Xfm's music title X-Ray.

Sarah Paul, senior brand manager for Cuevo, said: "We want consumers to reconsider Cuervo as a mixed drink instead of viewing it purely as a shot drink. This sponsorship is a great vehicle to achieve this objective, while bringing the brand's playful nature to life."

The strategy behind the sponsorship is to position tequila and coke as the drink to be seen with.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.