• by Fern Siegel , June 14, 2024

Espolòn Tequila is ready to party.

“To the Bone” is the first global campaign in the brand’s 25-year history. Shot in Mexico City, the campaign includes a 30-second online video and out-of-home ads.

Developed by Force Majeure and directed by Lou Escobar, the workjust launched via digital, social and video: Meta in-feed and Reels, as well as YouTube programmatic video. Global OOH plans are being finalized, but the campaign is slated to appear in Australia and later this year in key U.S. markets.

It features moments of organic connection between real people who trumpet their sense of self-expression. Those who enjoy a night out with friends. The calavera skeletons featured on every bottle underscore the idea of being yourself, “to the bone.”

The brand’s late founder-maestro tequilero Cirilo Oropeza used his engineering background and imaginative techniques to distill his brand, such as playing classical music to fermenting yeast, custom-designed autoclaves and a signature balance of column and pot still distillation to make the highest quality, 100% Blue Weber agave tequila.

The Espolòn is forecast to outpace total global spirits volumes by 2026 — with total spirits projected to grow 0.9% and tequila growing 5.5%, according to the alcohol analyst IWSR.

In the U.S., Espolòn has seen continuous double-digit growth for the past 10 years, making it one of the fastest-growing premium tequilas in the country and one of the top three premium tequila brands in the world.

Raul Gonzalez, global managing director of spirits, Campari Group, said: “We have big ambitions for this brand and “To the Bone” is the ideal platform for us to connect with those who have helped us build Espolòn and also reach new global audiences. We’re spotlighting the contemporary spirit and bold authenticity that has set Espolòn on a path to success from the very beginning.”

Force Majeure's client work includes Cîroc, Casa Amarillo and Joseph Carr Wines.