Campari Group which acquired the brand’s owner, Destiladora San Nicolas, in late 2008, is in the process of rolling out ‘To the Bone’ to Australia, Canada, Italy, the US “and other markets”. The campaign centres around an ad that will be cut down for digital use along with out-of-home and below-the-line activity.
According to Campari Group, the activation represents a “departure from the industry-standard backdrop of agave fields” and was filmed in Mexico City. The campaign coincides with the 25th anniversary of the release of Espolòn’s blanco expression.
“We have big ambitions for this brand and ‘To the Bone’ is the ideal platform for us to … reach new global audiences,” said global MD for spirits Raul Gonzalez. “We’re spotlighting the contemporary spirit … that has set Espolòn on a path to success from the very beginning.”
Referencing IWSR Drinks Market Analysis as its source, Campari Group claims that Espolòn is “one of the top three premium tequilas in the world”. In the company’s Q1 results, announced last month, the brand topped the chart for sales growth, jumping 13.2% in value terms on the corresponding three-month period a year earlier.
