Tequila Herederos

Agency: Alma, Media Monks // Role: Creative Director, Client lead

The fictional tequila that launched a Netflix Original

Monarca is a high-stakes family saga about a tequila empire in the corrupt world of Mexico's business elites. Produced by Salma Hayek, the series is characterized by its plot twists and unexpected turns of events, but one word stands out: betrayal. To create expectation, we launched the tequila featured in the series, into the real world. This tequila is equally lavish and dark as our main characters, and it has a very special promise: it tastes like betrayal. Salma agreed to be the face of the (fictional) brand.

An integrated, drama-infused, tequila campaign

Salma first presented Tequila Herederos, a TVC and OOH campaign followed. The new brand had its own social channels, and Wikipedia page. We even created a limited-edition batch of 100 bottles that were sent to influencers. All with dark, and luxurious undertones.

The reveal: the Tequila is a show

Salma revealed the spoof, we tuned the tequila’s channels into our series’ and we even replaced our billboards with the show’s posters. And well... fans went crazy, even before watching the show.