Campari-owned Tequila brand Espolòn has unveiled its first global campaign, titled “To the Bone,” which champions unapologetic originality. Filmed in Mexico City, the campaign departs from the typical agave field backdrops, instead spotlighting the vibrant creatives who inspire the brand.
Espolòn aims to resonate with those driven by originality and self-expression rather than status. The campaign, produced in collaboration with creative agency ForceMajeure and director Lou Escobar, coincides with the 25th anniversary of Espolòn’s blanco Tequila.
Escobar commented, “Each character in the campaign is the protagonist of their own story. Through dynamic and emotional scenes, we capture the rebellious nature and authenticity of the Espolòn community, showcasing their unique styles and confident movements.”
The campaign includes a 15-second video and visuals for out-of-home (OOH) and digital marketing, featuring bold and maverick creators from Mexico City. It has been launched in various international markets, including the US, Canada, Australia, and Italy.
Raul Gonzalez, global managing director of spirits at Campari Group, stated, “We have big ambitions for Espolòn, and ‘To the Bone’ is the perfect platform to connect with our established supporters and reach new global audiences. We highlight the contemporary spirit and bold authenticity that have driven Espolòn’s success from the start.”
Espolòn’s sales surged by 13.2% in the first quarter of 2024, with significant growth in the US. Over the past three years, the brand has consistently expanded, becoming one of the world’s top-selling Tequilas.
