ESPOLÒN TEQUILA: SOCIAL EVOLUTION

Social

Brief: Give Espolòn, a tiny Tequila brand few have ever heard of, a unique and consistent point of view on social.

Response: We decided Espolòn, inspired by Mexican satirist Josè Guadalupe Posada, should use Calavera to make witty, cultural commentary through mini campaigns that tie back to our tequila.

We took the brand from here:

To here. Starting with the 2016 election around the corner, we needed to talk politics without being political. Introducing Decisiòn 2016.

Insight: Everyone complains that if their side doesn’t win, they’re moving to Canada.

Brand Message: Run to the polls, not to the borders. And if things don’t go your way, go OUR way: To Mexico.

Next, we used Spring 2017 as an opportunity to go after mating season. #RomanceIsDead was a trending hashtag amongst our target, bemoaning that the Internet ruined dating. Enter: Romance is Dead.

Insight: In the age of modern dating, matching is easy, but real connection is rare.

Brand Message: Make a move past the app and break the ice in person over Espolòn.

Then, we took on the Holidays with a knockoff of traditional Holiday Specials, positioning Espolòn as a savior of the Christmas Spirit.

Insight: During the holidays, consumers are inundated with ads telling them what to buy.

Brand Message: It’s not what you spend that matters, as long as you spend the holidays together…with Espolòn.

In the Fall, we decided it was time for Espolòn, a brand with authentic ties to Mexican Culture, to own Day of the Dead. While every other tequila decided to latch on to the holiday once it became cool, it’s been part of our identity since day one. And we wanted to help consumers celebrate it’s true meaning. Not with sugar skulls and shots, but with inspiration. And thus, Altar Tomorrow was born.

Insight: Most Americans see Day of the Dead as time to look back and mourn death, but it’s really a celebration of life.

Brand Message: Celebrate the creative spirits of the past, who paved the way to impact the future.

We built a Mobile Altar that, in the two weeks leading up to Day of the Dead, showed up unexpectedly around creative landmarks throughout Los Angeles. It became an Instagrammable moment that carried meaning, inspiring fans to Honor the Past, Live for Today, and “Altar” Tomorrow.

For those not in Los Angeles, we built a digital version of our Altar on Facebook and Instagram, supported with hand-painted, high impact Out Of Home placements.