Articles

Oso Negro (“black bear”), part of the Casa Cuervo portfolio, is the largest vodka brand in Mexico. In 2005 (I owned ad agency EINSTEIN dAdO in Mexico at that time) we were approached to take this juggernaut of a brand and give it a voice. A  substantial segmentation and positioning study put the brand strategically in a strong spot and I developed the campaign “En to Naturaleza” (In Your Nature), featuring the “Oso Negro guys” casting the shadow of the black bear.