• by Steve Ellwanger , February 28, 2023

Scary begets scary is the continuing saga of Espolòn tequila’s motion picture partnerships.

The Campari America brand—whose skeleton-laden labels pay homage to Mexico’s el Dia de los Muertos holiday—has signed on to be the official tequila of the sixth installment of the horror classic “Scream," Scream VI," which premieres  March 10.

The collaboration with Paramount Pictures and Spyglass Media Group includes product integration within the movie, out-of-home creative and a national consumer sweepstakes.

Via retail displays featuring the movie's revamped Ghostface killer, people can text ESPOLONXSCREAM to 24272 for a chance to be one of 500 winners of a pair of tickets to see “Scream Vi” in theatres.

Participating movie theater chains will offer Espolòn cocktails dubbed Thirsty Thriller and The Last Call.

“’Scream VI’ is the first of many exciting announcements and activations from Espolòn this year as we further position ourselves as the tequila for the people,” Andrea Sengara, vice president of U.S. marketing at Campari America, tells Marketing Daily.

In 2018, Espolòn did an integration with the horror film “Deadpool 2,” in which the character Mr. Deadpool—a disfigured former cafeteria chef—became the brand’s creative director.

“We completely understand that Deadpool has no discernible skills as a creative director, but we have taken brave, bold chances with Espolòn marketing in the past—so what have we got to lose?” Campari America marketing director Christine Moll said at the time.

According to Sengara, films like “Scream VI’ and “Deadpool" “share a similar ethos to Espolòn by bringing game-changing characters to the forefront, being unapologetic in who we are and connecting across multi-generational audiences.”

El Día de los Muertos (The Day of the Dead) is a Mexican holiday during which families welcome back the souls of deceased relatives.