• by Teresa Buyikian , June 27, 2024

As consumers look toward cold summer cocktails, one tequila is betting big on its name and inspiration (with a large dash of celebrity) in its first international campaign.

Beginning this week Teremana Tequila’s (founded by Dwayne “The Rock” Johnson) multichannel campaign, entitled “Mana Makes the Difference," focuses on the tequila’s small batch process, the makers themselves and the meaning behind the name.

Mana, which is defined as the spiritual life force energy or healing power that permeates the universe, is the center of the campaign, as it is the “philosophy at the core of the Teremana brand, which means sharing positive energy, bringing people together and doing the right thing,” per the release.

Johnson himself appears in three different brand videos, where he meets the people behind the tequila in the small town of Jesús María, Jalisco, at Teremana's distillery, Destilería Teremana de Agave.

In the hero spot, Johnson tells of The Spirit of Mana; “I created Teremana with a mission, to put the spirit of mana in every bottle we make.” The viewer sees him walk through rows of tequila casks, helping with the agave harvest and showing the distillers and handmade copper stills, while he says “Mana is good energy, and a spirit of gratitude… The difference between a good tequila and a great one is the spirit it is made with.” The spot ends with Johnson sharing a drink of Teremana with the distillers.

"This campaign is our way of showing why 'Mana Makes the Difference,' as more people around the world embrace the spirit of tequila,” said Teremana Tequila CEO Richard Black in a release. “As we prepare to bring Teremana to new markets worldwide, we wanted to share our story in a way that holds true to our values and our approach to tequila-making, always with good Mana at the core."

Additional executions introduce viewers to the Lopez Family, third-generation agave growers and second-generation distillers, who oversee the day-to-day production of Teremana tequila.

The campaign, created with creative agency and content studio Wolfgang, is running across organic and paid channels, with connected TV, paid social, paid digital and event tie-ins. Teremana is now also available outside the U.S. in select global travel retail locations and the United Kingdom, and will launch in Australia, the UAE, Colombia and Germany later this year.