ESPOLÒN

Let’s Stir Things Up

Inspired by 19th century Mexican artist Jose Guadalupe Posada—whose work often commented on sociopolitical issues—ESPOLÒN Tequila’s bottle art spurred a sense of creativity and rebellion worthy of the flavorful spirit that lived within.

Though lined with dozens of cavaleras depicting iconic scenes in celebration of Dia de los Muertos, it’s Ramón the Rooster who really stirred things up, inspiring creative protagonists the world over to “rise to the call.”

Decide what to be and go be it.

Role and Results

As the brand’s Social Media Content Manager, I not only developed concepts that reflected the brand’s creatively rebellious brand message, I also contributed to brainstorms that helped elevate experiential activations, bridging the gap between on-site activations and digital. My work with ESPOLÒN resulted in:

  • 170% organic increase in Facebook and Twitter followers

  • 490% organic increase in Instagram followers

 
 

Social Strategy

Through the use of bold social messaging and a one-on-one approach to community management, the inherent goal was to pair the brand’s eye-catching bottle art with it’s inspiring brand voice to create sharable, thought-provoking content.

It was social media where Ramón the Rooster truly made his debut, offering sharable commentary, engaging anecdotes, and revolutionary advice, inspiring creatives to stir things up.

 
 

Walls of Wisdom

Committed to art and creativity, ESPOLÒN’s brand message could be found handpainted on walls in major markets throughout the United States. These inspiring messages led to an uptick in user-generated content that infiltrated social media throughout the brand’s #LetsStirThingsUp campaign.

 
 

Cocktail Fights and the Black Market

To support ESPOLÒN’s Let’s Stir Things Up campaign, on-site activations called “Cocktail Fights” pit bartenders across the U.S. against each other in Iron Chef-like mixology competitions. They were asked to prepare unique cocktails live before a panel of judges in exchange for the their city’s championship belt.

Spectators were asked to share UGC on social media in exchange for swag that could be “purchased” from the ESPOLÒN Black Market, a van parked on-premise.