In a year when interactive media billings were finally something that agencies could brag about again - after two years of dismal spending by skittish marketers - the unimaginable happened: they kept quiet. Not by choice mind you, but out of fear.

With its reputation as a "party catalyst," tequila is associated by many with fond if fuzzy memories (or fantasies) of collegiate wild times involving single shots, spring flings, and other youthful antics. Cuervo, the world's leading tequila brand, believes that that image gives its drink far too little credit and fails to reflect the fact that millions of people now enjoy Cuervo Gold well beyond graduation day into mature adulthood - not only for Cinco de Mayo parties, but year-round.