The first global campaign in Espolòn’s 25-year history comes at a moment of global expansion for the game-changing tequila brand. From the original vision of Espolòn’s founder Cirilo Oropeza, to the iconic label design, Espolòn is driven by a rebellious spirit rooted in modern Mexico, which now serves as the foundation for “To the Bone.” A raw, unexpected introduction to Espolòn® Tequila’s originality and depth, the campaign includes films and key visuals, rolling out globally beginning June 2024.
At the foundation of the creative for this campaign was the objective to bring a new type of disruption to the brand — cultural resonance. It was about telling a story that could emotionally connect with our audience in a celebration of culture — authenticity is what matters above all. This universal insight aligns with the core values of the Espolòn community, those who are driven by a desire not for status, but for originality and self-expression. This group of originals doesn’t need to be told to stand out and be themselves – they’ve got it. “To the Bone” is here to fuel the fire they already carry within. With a nod to the iconic calavera skeletons featured on every bottle, the campaign provides a platform to express your truest self and who you really are “to the bone.”
With the hero line, “To the Bone” we wanted to bring to life the rebellious spirit of unapologetic originality, a quality that rings true for the brand and its audience. It’s not about what you are, but how much you are, celebrating those who embrace their individuality to the deepest level, with no compromises. As only part of a sentence, “To the Bone” allows each person who encounters the campaign to consider what qualities they are to their very core — giving acceptance, joy, and a bold invitation to be themselves fully. The script extends this sentiment giving color, specifics, and mood to the platform inviting each to be themselves, yet for all of us to be this way together.
