The Challenge

Launch a unique nationwide on-premise sampling campaign that leaves a positive impression on young adults, encourages them to share their experience via social media, and entices them to choose el Jimador tequila over other spirits in the future.

The Solution

Embr leveraged Jimi Luchador, an eye-catching el Jimador branded Mexican wrestler to distribute samples of el Jimador’s Silver/Reposado tequila at a branded pop-up bar, paired with a delicious orange & cinnamon/pineapple garnish – a unique combination of flavours that converted many anti-tequila drinkers. To complete the experience, consumers were encouraged to take photos with Jimi Luchador in front of the media wall with their very own luchador mask.


Samples Distributed

Consumer Interactions

Organic Social Media Posts