In 2018, Cinco De Mayo fell on a Saturday. An all day celebration like this doesn’t happen again for another 11 years. We worked with Cuervo to develop and launch Cincocise, a faux workout plan that prepares consumers to celebrate Cinco all day and night. Starring James Van Der Beek, Cincocise came to life in a series of commercial spots, cocktail recipes, social content, and a microsite.