Agave-forward brand Pantalones Organic Tequila and its founders, Matthew and Camila McConaughey, just revived the old tradition of putting a worm in spirits bottles in a new humorous campaign to celebrate National Earthworm Day.
As the cultural belief goes, having a worm at the bottom of the bottle changes the flavor, bringing good fortune and strength to the lucky person who finds it in a glass.
"The Official Tequila Of The Worm" aims to evoke fun memories while modernizing tequila traditions with Pantalones' playful, cheeky twist — without actual critters involved but with a worm-themed cocktail.
Most recently, the brand also announced a major expansion, with premier alcoholic beverage distributor Southern Glazer's distributing Pantalones Organic Tequila to restaurants and stores across the U.S.
Celebrated on October 21, National Earthworm Day honors the ecologically vital yet under-appreciated critters.
Pantalones Organic Tequila revealed to DesignRush that this is the first part of its campaign to support National Earthworm Day and promote the brand in a fun way.
Another spot will follow to further reinforce its lighthearted take on tequila traditions while engaging the audience with creative, entertaining content that ties into the brand’s unique identity and voice.
Pantalones Organic Tequila is well known to the public for its lighthearted and fun approach to marketing, often using humor and cheeky messaging to stand out in the crowded tequila space. Such campaigns are often the result of partnerships with creative agencies that bring innovative and entertaining ideas to life.
Getting Limber with 'The Worm'
The 30-second commercial shows scenes of guys dancing the worm.
In the background, Matthew asks, “When did tequila lose the worm?"
"The worm was cool," Camila says and Matthew agrees.
The wiggle is back in tequila. Pantalones is now available nationwide. pic.twitter.com/R5H2ZwU1Go
— Pantalones Organic Tequila (@pantalonesXL) October 21, 2024
"The worm was an omen for a fun night out,” Matthew adds, as Camila adds, "Or in."
Matthew then ends the spot with a toast, "Here's to the worm and the Pantalones Organic Tequila. Better have some of this to get limber for it."
Earlier this year, Pantalones Organic Tequila launched a new spot that toasted the start of summer and the end of school.
