Creating “Cincocise”, a faux workout plan that prepares consumers for Cinco de Mayo celebrations.


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.

Our Approach

  • Ei rose to the occasion in 2018 when Cinco De Mayo fell on a Saturday. A plan for an all-day celebration
    was in order.
  • We developed and produced four commercial spots, starring James Van Der Beek as an intense fitness trainer with a burning passion for Cinco De Mayo.
  • We created and photographed a cocktail pairing for each spot – featuring over-the-top ingredients like a melted quesadilla garnish.
  • Cocktails, videos, and photography all came together on a microsite with a hidden outtake reel easter egg, featuring bloopers and alternate takes from the commercial spots.


The Results

  • Cincocise was amplified to the guacamole-loving masses via a PR & influencer campaign, garnering heaps of social chatter and coverage from the likes of the Daily Mail,, and more. The successful collaboration led to the Ei team developing and leading Jose Cuervo’s Cinco de Mayo campaign the following year – featuring EDM legend Dillon Francis.

We’re your new secret weapon 🦾