Diageo has launched a Jose Cuervo marketing campaign in the US as it seeks to stem a double-digit decline in sales for the Tequila brand in one of its largest markets.

The company said last week that it would launch 'Cue the Cuervo', a national marketing campaign for the Tequila across the US. The campaign will focus on Cuervo as a night-time party drink in both the off- and on-trade.

The move comes amid a tough time for the brand in North America. Sales fell by 16% in value and by 15% in volume for the 12 months to the end of June, compared to the previous year.

"Jose Cuervo continued to be impacted as the competitive Tequila category and heavy discounting from the leading competitor drove the reduction in volume and net sales," said Diageo. The brand's market share fell by 1.7% in the US for the year, despite higher sales for the Especial Silver variety.

Diageo's Cue the Cuervo campaign will include two 30-second television adverts, named 'Bar' and 'Apartment'. "These ads will 'Cue-in' all of the mundane elements of a scene for a night out one by one – the tables, the chairs, the kitschy atmosphere, the locals or party guests, and the girls – and then promptly 'Cue' in the drink that brings it all together," said Diageo. 

The group will also promote its campaign on social networking sites, as well as with online video and banner adverts. The firm has developed an iPhone app called "Cue the Cab", which will enable iPhone users to book a taxi-ride home for no additional cost after a night out.