Agave Biodegradable Cups 16oz for José Cuervo Stadiums

Challenge

In a highly competitive market with increasingly demanding consumers, José Cuervo faced the challenge of standing out at retail points, sports venues, and promotional events. The goal was clear:
Attract shopper attention while communicating sustainability values.

To achieve this, the brand turned to a solution that directly aligned with modern consumers' environmental concerns. The introduction of eco-friendly promotional cups transformed marketing slogans such as:

• “Bio-based cups will give your brand that extra attention”
• “They caught the shopper’s attention with eco-friendly cups and raised awareness about environmental care”

Solution

AIM Worldwide partnered with José Cuervo to design, develop, and produce Ecoware eco-friendly cups, made with an innovative combination of plastic and agave fibers.

These 16oz in-mold cups with lids were specially designed for use in baseball and football stadiums, where José Cuervo serves as an official sponsor of the following teams:

• Arizona Cardinals
• Washington Capitals
• San Francisco Giants
• Minnesota United FC
• Charlotte Football Club

Each cup featured messages such as:
“Proud Partner of”, “An official tequila of the”, “Official tequila of”, and “Preferred tequila of the”, followed by the respective sports teams.

Both the cup and the lid were partially made with José Cuervo agave fibers, offering a strong differentiator in terms of design, sustainability, and authenticity.

These promotional items were not only functional and reusable but also highly valued at high-traffic activations such as grocery stores, music festivals, and sporting events. They aligned with global sustainability initiatives and elevated José Cuervo’s environmental responsibility narrative.

Results

The campaign strategically combined eco-friendly cups with refrigerated cardboard displays, creating a memorable, visually compelling, and functional consumer experience.

The innovative design of the displays ensured that the products stood out on the sales floor, drawing shoppers' attention and enabling immediate brand recognition. The visual coherence between the cups and the supporting materials amplified the sustainability message.

Thanks to this initiative, José Cuervo:

• Positioned itself as a leader in sustainable brand activations within the alcoholic beverage industry.
• Successfully conveyed its brand values through tangible, eco-conscious products that resonate with today’s consumers.
• Fulfilled its objective of raising environmental awareness, standing out in high-visibility promotional environments.

This collaboration with AIM Worldwide not only solved a commercial challenge but also enhanced José Cuervo’s reputation as a brand that is innovative, relevant, and committed to the planet.

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