Following the use of our proprietary diagnostic approach, we identified a range of category issues that Jose Cuervo could resolve, then own. A core problem is that a Tequila shot needs to be served cold without dilution, yet it is stored ambiently, making it warm.
At the heart of our approach were three core design mandatories; avoid dilution, make it intuitive to use and ensure it made the product cold quickly. We modelled and developed each problem separately, then brought them together into a single device.
Using the category codes of the classic cocktail shaker, a Tequila Shot Shaker named 'Bullet' was born. It allowed for a multi-serve solution - up to 8 shots - to take room temperature Tequila down to four degrees within 20 seconds.
The Bullet increases brand visibility in the combined visual and audible spectacle of the barman shaking the device. It also injects innovation into a classic category.