Espolòn Tequila

Disrupting the Tequila Category with Bold Strategy and Cultural Relevance.

Services: Campaign Development, Messaging, KEY VISUALS, RETAIL POS, POND, CONSUMER ENGAGEMENT

Espolòn Tequila is a vibrant, storied brand that not only embodies the spirit of modern Mexico but also pays homage to its rich, rebellious heritage. However, in an increasingly saturated tequila market, many brands are tapping into similar narratives. The challenge? Stand out, stay relevant, and spark cultural connection. The solution? Disruption.

In partnership with Campari Group, we developed a comprehensive, year-long activation strategy designed to elevate Espolòn’s presence both on- and off-premise. The objective was clear — transform Espolòn from a category player to a cultural icon, strategically integrating brand touch points across retail, digital, and experiential platforms.

By leveraging targeted consumer insights, we identified key opportunities to elevate Espolòn’s brand visibility and consumer engagement. From culturally significant celebrations like Cinco de Mayo and Día de Muertos (Day of the Dead) to impactful Q4 holiday programs, each activation was meticulously crafted to keep Espolòn top of mind, encouraging consumers to pour, post, and share.

On-Premise Activations: Espolòn dominated select venues with takeovers that transformed ordinary bars into Day of the Dead-inspired celebrations. From custom Espolòn-branded glassware to skull-themed decor and interactive murals, every detail reinforced the brand’s edgy aesthetic while driving immediate product trial and brand recall.

Major cultural moments like Cinco de Mayo and Día de Muertos became prime opportunities to engage consumers with limited-edition cocktails and exclusive bar events. Signature serves were crafted to align with each occasion, blending Espolòn’s rich heritage with contemporary, eye-catching presentations that encouraged patrons to sip, snap, and share.

Off-Premise Displays: From striking floor stacks to strategically positioned endcaps, Espolòn’s displays dominated the retail space, incorporating high-contrast visuals that echoed the brand’s rebellious tone. Iconic skull imagery and vibrant color palettes drew shoppers in, while messaging like “The Afterlife of the Party” created urgency and intrigue.

By strategically executing an Espolòn Everywhere vision, the brand not only reclaimed its position as a bold, culture-driven spirit but also successfully converted consumers across multiple touch points. The campaign ignited Espolòn’s brand relevance, transforming it from a category player to a cultural disruptor — all while keeping the tequila flowing and the conversation going.

All work developed and completed at TPN.
Creative Director: Phil Galetto