ESPOLÒN
The Challenge
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.
The Challenge
Bring the brand’s rebellious spirit to life through campaigns launched in bars and across social media, connecting deeply with the creative community. Using striking Día de los Muertos imagery, celebratee the brand’s fearless mascot, Ramón the Rooster, a symbol of bold self-expression who continues to inspire creators everywhere to “rise to the call.”
Content Strategy + Copywriting →
Let’s Stir Things Up
As Social Media Content Manager for ESPOLÓN Tequila’s “Let’s Stir Things Up” campaign, I developed bold social concepts that paired ESPOLÓN’s eye-catching bottle art with its daring brand voice, creating shareable, thought-provoking content that resonated with the creative community.
This included a strong mix of real-time social commentary, user-generated content from wall art throughout the country, bartender highlights, and tasty cocktail recipes.
Results
170% organic increase in Facebook and Twitter followers
490% organic increase in Instagram followers
Experiential + Content Capture→
Cocktail Fights
As part of ESPOLÓN Tequila’s “Let’s Stir Things Up” campaign, the brand launched a nationwide series of on-site activations called “Cocktail Fights.” These high-energy events brought bartenders from across the U.S. head-to-head in Iron Chef–style mixology battles, challenging them to craft original cocktails on the spot using ESPOLÓN as the hero ingredient. Competitors mixed, muddled, and poured their hearts out before a live audience and a panel of judges — all for the chance to claim their city’s coveted Cocktail Fight Championship Belt.
The series blended competition, creativity, and community, showcasing ESPOLÓN’s bold spirit while celebrating the artistry and passion of the bartending world.
Experiential + Content Capture→
The Blac Market
ESPOLÓN Tequila brought its rebellious energy to life through “The Blac Market,” a series of on-premise experiential activations hosted in bars across the country, including Cocktail Fights. Guests were invited into a world of intrigue, where a mysterious figure cloaked in black set up shop in the back of the bar, challenging patrons to complete daring, creative tasks in exchange for “Ramón Bucks.”
These could then be used to purchase exclusive ESPOLÓN “contraband” — limited-edition swag inspired by the brand’s defiant spirit. The Blac Market seamlessly blended performance, participation, and tequila culture, turning every event into an unforgettable celebration of mischief, artistry, and rebellion.
Experiential + Content Capture→
Memento Mori
As part of ESPOLÓN Tequila’s commitment to celebrating bold creativity and cultural heritage, the brand sponsored several live theatrical productions of “Memento Mori” in honor of Día de los Muertos. These immersive performances brought ESPOLÓN’s rebellious spirit to life through art, music, and storytelling—inviting audiences to reflect on life, death, and legacy in true Día de los Muertos fashion.
By supporting these experiential events, ESPOLÓN deepened its connection to the creative community, transforming its “Let’s Stir Things Up” ethos into a living, breathing experience that celebrated those who dare to create fearlessly and live vibrantly.
