SPAIN. Mast-Jägermeister has teamed up with Avolta to extend Teremana Tequila’s ‘Share the Mana’ campaign to additional global travel retail locations, starting with Barcelona El-Prat Airport in July and rolling out across key hubs in the Americas this September.
The high-impact activations build on the success of previous editions in May and June featuring exclusive, interactive digital campaigns across London Heathrow, Gatwick and Madrid airports, developed in partnership with Club Avolta.
Key promotional elements included a member newsletter, a homepage takeover and a ‘Share the Mana’ giveaway bundle featuring a Teremana Bluetooth speaker.
The campaign is slated for a September debut at Santo Domingo Las Américas Airport in the Dominican Republic and Las Vegas Harry Reid International Airport, USA.
The ‘Share the Mana’ activations highlight the artisanal production techniques used at Destilería Teremana de Agave in Jalisco, Mexico, where Teremana Tequila is crafted.
The brand was founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson and is co-owned by Mast Jägermeister (also the exclusive distribution partner).
Avolta Global Category Head of Liquor David de Miguel said, “Consumer interest in tequila is growing rapidly and educating shoppers on the category is an important task.
“We are delighted to collaborate with Mast-Jägermeister to build awareness for the tequila category and Teremana, not only through the highly engaging ‘Share the Mana’ activation but also the Club Avolta digital programme, which significantly increases traction through engagement at multiple points of the consumer journey.”
The pop-ups offer travellers samples of the brand’s three expressions, including Blanco (€49.99/US$59) served with grapefruit soda, and Reposado (€54.99/US$69) and Añejo (€64.99/US$75) served neat.
Travellers who purchase a bottle receive a Teremana ice cube tray, designed to make large cubes embossed with the brand logo, inspired by Dwayne Johnson’s tattoo.
The brand experience also encourages customers to share stories of gratitude, with brand ambassadors offering Polaroid photos to capture ‘the Mana moment’.
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary said, “Teremana is going from strength to strength, proving that customers are excited about the tequila category and that they want the best quality and exceptional provenance.
“The Teremana experience ‘Share the Mana’ is expanding and evolving to embrace 360 online delivery, offering new experiences to shoppers, increasing awareness and driving sales.” ✈
