• by Teresa Buyikian , 3 hours ago

Espolòn Tequila’s traditional bottle characters come to life in a new brand platform that celebrates bringing people together over the premium tequila. 

The brand’s new creative theme, “Ride the Rooster,” features both Ramón the Rooster and Guadalupe the Calavera, which appear on bottles of Espolòn.

The illustrated mascots which were originally inspired by the artwork of Mexican illustrator José Guadalupe Posada.

The effort “calls on like-minded consumers to reject pretense, embrace Espolòn's irreverent spirit and join the ride,” per the brand.

In the first ad, “The Members Lounge,” seen here, an AI version of Guadalupe rides Ramon into a crowded, but quietly dull, private club where the rooster proceeds to lay a giant egg.

The oversized egg hatches to reveal a DJ and turntables, who turns the club into raucous party.

The spot end with the new tag, “100% agave. 0% ego.” 

“Too much of today's culture is built around exclusivity,” says Andrea Sengara, managing director, House of Agave, Campari Group. “‘Ride the Rooster’ is our belief that premium doesn't have to mean exclusive—it should be authentic, welcoming and full of character. That's the spirit behind our brand, and it's the spirit we're taking around the world.”

Three additional spots all featuring Ramón and Guadalupe will support the effort along with social media, experiential activations, cultural partnerships, retail programs and on-premise experiences.  

The global effort, created with Venables Bell + Partners, launched in the U.S. earlier this month and is currently rolling out across Italy, Mexico, Canada and Australia.