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Espolòn reveals ‘To the Bone’ campaign

Campari-owned Tequila brand Espolòn has launched its first global campaign, which celebrates ‘unapologetic originality’.

The campaign was shot in Mexico City and highlights the ‘maverick creators’ that inspire the brand

Titled ‘To the Bone’, the campaign is shot in Mexico City, which Espolòn calls a ‘departure from the industry-standard backdrop of agave fields’. It highlights creatives that inspire the brand.

The brand said the campaign ‘speaks to those who are driven by a desire not for status, but for originality and self-expression’ and provides a platform to ‘express your truest self and who you really are “to the bone”’.

Produced in partnership with creative agency ForceMajeure and director and photographer Lou Escobar, the campaign is part of Espolòn’s ongoing 25th-anniversary celebrations for its blanco Tequila.

Escobar said: “To bring the creative vision to life through this work, each character represented in the campaign is the protagonist of their own story.

“With a mix of provocation and humour, these dynamic and emotional scenes portray the rebellious nature and authenticity of the Espolòn community. Whether they are dressing unexpectedly or moving with confidence, we see what makes them who they are at their very core.”

The campaign – which includes a 15-second video and visuals for out-of-home (OOH) and digital marketing – features people in Mexico City who the brand say ‘have a bold sense of style and are maverick creators’.

It has launched in the US, Canada, Australia and Italy, among other international markets.

Raul Gonzalez, global managing director of spirits at Campari Group, added: “We have big ambitions for this brand and ‘To the Bone’ is the ideal platform for us to connect with those who have helped us build Espolòn and also reach new global audiences.

“We’re spotlighting the contemporary spirit and bold authenticity that has set Espolòn on a path to success from the very beginning.”

In Campari Group’s first quarter sales for 2024, Espolòn climbed by 13.2%, driven by double-digit gains in the US.

The brand has seen growth for the past three years and is one of world’s biggest-selling Tequilas.

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