Deadpool and Espolòn Tequila partner for new campaignBy Nicola Carruthers
Campari America has partnered with 20th Century Fox on a new campaign for its Espolòn Tequila brand, ahead of the release of the Deadpool film sequel next month.
The Tequila brand has enlisted the Marvel anti-hero, played by actor Ryan Reynolds, as “creative director for culture ‘n’ stuff” as part of a campaign to promote Deadpool 2.
Campari said that it teamed up with Deadpool after he expressed an “interest” in working with them.
“I needed the money,” the Deadpool character said in the Campari press release. “Plus, there is absolutely no reason why that Canadian gobstopper [Ryan Reynolds] is getting all the glory. I’m a legit superhero.
“He’s just some guy who’s famous thanks to those two girls and that pizza place.”
The quote makes a tongue-in-cheek reference to the Canadian actor, who recently announced that he had purchased American brand Aviation Gin.
The promotional campaign will include custom packaging, in-store displays, out-of-home, social media, and a full-page ad in the New York Times.
“We completely understand that Deadpool has no discernable skills as a creative director, but we have taken brave, bold chances with Espolòn marketing in the past, so what have we got to lose?” said Christine Moll, marketing director – Tequilas and rums for Campari America.
“Nonetheless, Deadpool and his cinematic success have become a cultural phenomenon. Partnering with Deadpool is guaranteed to get attention for the brand in the most Espolòn way possible.”
According to Campari, Espolòn Tequila grew 57.1% in the US in 2017.
The first Deadpool creative is expected to begin by the end of this month. Deadpool 2 will be released in the US on 18 May.