Luxury brands tout exclusivity as a drawcard. That’s especially obvious in nightclub culture with its “velvet rope” mentality. Espolòn Tequila is bucking that tradition of elitism, challenging societal gatekeeping and status signals with a simple point of view – the best moments in life aren’t about getting past the velvet rope. They’re about the people you share a drink with.
The global platform, Ride The Rooster, by Venables Bell + Partners, calls on like-minded people to reject pretence, embrace Espolòn’s irreverent spirit and join the ride.“Ride the Rooster” is Espolòn’s new global communications platform, articulating the brand’s distinctive point of view: in a world increasingly shaped by performance and status, premium tequila can be exceptional without being exclusionary.
Central to bringing the brand point of view to life are Ramón the Rooster and Guadalupe the Calavera, the rebellious characters from Espolòn’s iconic illustrated bottles. These characters, originally inspired by the artwork of revolutionary Mexican illustrator, José Guadalupe Posada, who serves as the visual muse for all Espolòn’s iconic illustrations, step off the bottle and into the real world for the first time in a lead commercial with the zest of madcap humour.
“Too much of today’s culture is built around exclusivity. Espolòn has always stood for something different: bringing people together. 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,” stated Andrea Sengara, managing director, House of Agave, Campari Group.
The campaign has launched first in the United States before rolling out across Italy, Mexico, Canada and Australia. The global platform will come to life through advertising, social media, experiential activations, cultural partnerships, retail programs and on-premise experiences, bringing Espolòn’s bold spirit and distinctive worldview to consumers around the world.
The launch introduces four hero stories that dramatise Espolòn’s stance on pretence and participation:
- The Members Lounge: A 15- and 30-second video where Ramón and Guadalupe turn a stiff, self-important lounge into the party everyone actually wants to be at
- Tasting Notes: A 30-second video where Ramón and Guadalupe tear up an overly complicated tasting notes menu, cutting through the pretence and proving a great drink doesn’t need to be overanalysed
- The Velvet Rope: A 15-second video where Ramón and Guadalupe take on one of culture’s clearest symbols of exclusion, proving good tequila doesn’t need a guest list
- The Private Cabana: A 15-second video where Ramón and Guadalupe open up a closed-off beachside moment, reminding consumers that the best moments are meant to be shared
“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,” stated Will McGinness, partner and chief creative officer, Venables Bell + Partners. “What’s exciting is that 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, and we couldn’t be more thrilled to see that shared ambition come to life in work that feels so unmistakably Espolòn.”
Espolòn’s founder Maestro Cirilo Oropeza created Espolòn with a clear vision – to introduce a tequila he would be proud to share with his community, and that would be accessible for all. Thus, for a brand built on rebellion, Mexican artistry and shared, democratic celebration, this new platform is not a shift. It is a sharper expression of what Espolòn has always stood for.
The films can be followed at espolontequila.com and @espolontequila on Instagram.
Leave A Reply