Espolòn Tequila's "Ride the Rooster" platform
celebrates exceptional tequila, authentic Mexican heritage and a belief that great experiences should be shared.
Created by Venables Bell+ Partners, the campaign features the brand's two
characters: Ramón the Rooster and Guadalupe the Calavera.
The message is clear: 100% Agave. 0% Ego. No pretense, just good times together.
The creative launches first in the
U.S., then rolls out across Italy, Mexico, Canada and Australia. Four spots, including "The Members Lounge," run on TV and digital. The
broader platform extends into social, experiential, cultural partnerships and retail.
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"From our initial discussions, we knew Espolòn was a brand with the opportunity to blow up the
conventions and cultural artifice of what 'premium' is supposed to be," said Will McGinness, Partner/Chief Creative Officer, Venables Bell + Partners. "What's exciting is they have the bravery to
actually take the brand there. 'Ride the Rooster' is bold, irreverent and completely uninterested in playing by the category's rules."
Espolón's name derives from the spur on the back
of the rooster's leg. Its woodcut labels are inspired by José Guadalupe Posada Aguilar, a 19th-century Mexican political printmaker known for his illustrations. The tequila is owned by the
Campari group.