Espolòn Tequila Launches First-Ever Global Campaign

Campari Group brand Espolòn Tequila just unveiled its first-ever global campaign, developed in collaboration with agency forceMAJEURE.

The campaign, titled "To the Bone," kicks off with a 15-second advert that highlights the brand's rebellious spirit rooted in Mexico.

"What's real and original is in your bones, not inspired by some famous face," the narrator says, as a "group of originals" own their means to identity and self-expression. 

Bold, stylistic, and in all ways unique, this group lives their truest selves, dressing however they like, and having fun with no filter.

Set in the creative hub of Mexico City, the spot drives this point home through colorful action shots of these individuals dancing in the club, strutting a walk down the streets, and enjoying the greatness of Espolòn Tequila.

Spotlighting the Spirit of Mexico

The spot, made together with production company Canada, departs from the usual backdrop of agave fields and highlights the vibrant culture of Mexico. 

In a news release, the company explains the campaign concept of "unapologetic originality," and how it serves as a core principle to the birth of Espolòn. 

"To bring the creative vision to life through this work, each character represented in the campaign is the protagonist of their own story,” Canada's Lou Escobar said.

This theme is also reflected in the game-changing approach of maestro tequilero Cirilo Oropeza, who founded the brand in 1998.

Oropeza was widely known for his unconventional and imaginative techniques, such as playing classical music and fermenting yeast to make Blue Weber agave tequila. 

“Celebrating our milestone anniversary year with a new global campaign and international expansion, this is an incredible moment of growth for Espolòn,” Raul Gonzalez, Campari Group's local managing director of Spirits, shared.

Gonzalez believes this latest brand campaign is the ideal platform to connect with those who have built it, and at the same time, reach new global audiences.

"We’re spotlighting the contemporary spirit and bold authenticity that has set Espolòn on a path to success from the very beginning," he concluded.

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Editing by Katherine 'Makkie' Maclang