In a nod to one of Mexico's most iconic national symbols, the macho mustache, Jose Cuervo is using the "Let's Celebrate 200 Years of Mustaches" campaign to reenergize drinkers:
"Jose Cuervo is challenging Mexicans to grow mustaches as outrageous as possible before the Sept. 16 celebration. Encouraged by a big TV and outdoor ad campaign, contestants upload pictures of their mustachioed selves to Jose Cuervo's bigotes.mx site. Bigote is Spanish for mustache, and the site has even invented a Spanish word bigotizar to describe the act of mustache growing. For those unable to grow a luxuriant mustache (women, for instance), Jose Cuervo says, "You can just paint it on your face." - AdAge
You'll need to speak Spanish better than I do (which isn't hard to do...) to navigate the website, but you can upload a picture of yourself and try on a moustache over at Bigotes.
Check out the video:
Online voting will determine the people with the most impressive moustaches and then invite those winners to a grand party in the town of Tequila in Jalisco, Mexico, celebrating the country's 200th anniversary on September 16.