Campari Group has partnered with US comedian & actor Ken Jeong for an Espolòn Tequila push marking ‘Short King Week’.
The tie-up will see Jeong front a social media-focused campaign for the brand that includes a tongue-in-cheek video advert (below). Campari Group has also launched a limited-edition Espolòn advent-style calendar filled with margarita ingredients and bar tools, with an SRP of US$75, to count down to ‘Short King Week’.
The term Short King is widely credited to US comedian Jaboukie Young-White, and celebrates shorter men. Now an “annual cultural celebration”, the nine-day-long event will this year run between 1 and 9 May.
“I feel very seen by this campaign,” said Jeong, who is 5’5″ tall. “As someone who’s never exactly been the tallest guy in the room, I appreciate any movement that celebrates confidence over height. What I love about Espolòn is that they don’t take themselves too seriously.“
Campari America’s US category lead for agave spirits, Brian Chang, added: “‘Short King Week’ is a natural extension of how we’ve always approached the category.
“Tequila and society often fixate on appearance. Espolòn focuses on what’s inside, and this campaign brings that idea to life with humour and an unapologetic point of view. Ken embodies that spirit, and together we’re celebrating Short Kings everywhere.”
On Monday, Campari Group announced the launch of the first Aperol RTD, a canned spritz premix called To Go.
