Campari Group has released details of a marketing ‘platform’ for its Espolòn Tequila mark that “calls out the culture of exclusivity” in premium spirits.
The activity is supported by a global campaign, titled ‘Ride the Rooster’, which will debut in the US before rolling out to Australia, Canada, Italy and Mexico. Four video adverts have been released, featuring the rooster and skeleton characters Ramón and Guadalupe, both of whom appear on the tequila brand’s labels.
Ramón and Guadalupe star in 15- and -30-second versions (below) of ‘The Members Lounge’, a 30-second ad called ‘Tasting Notes’ and two 15-second ads called ‘The Velvet Rope’ and ‘The Private Cabana’.
Explaining the rationale behind the campaign, Campari Group said “traditional notions of premium have become increasingly defined by curation and access”, claiming that “consumers are seeking something more real and connected”. Digital banners that accompany the campaign carry slogans such as “Who needs a celebrity when you have a huge rooster?” and “100% agave. 0% ego”.
“Too much of today’s culture is built around exclusivity. Espolòn has always stood for something different: bringing people together,” said Campari Group’s House of Agave MD, Andrea Sengara. “‘Ride the Rooster’ is our belief that premium doesn’t have to mean exclusive – it should be authentic, welcoming and full of character.”
Earlier this month, Bacardi expanded an ingredient-led marketing push for tequila mark Patrón in the US. The activation plays on Patrón’s use of three ingredients as the “tequila industry permits the use of additives up to 1% of the weight of the product in the formulation of 100% Weber Blue Agave aged tequilas”.
