The Rock’s New Teremana Tequila Campaign Focuses on the Brand’s Key Mission of ‘Bringing People Together and Doing the Right Thing’

Teremana Tequila unveiled a new ad campaign. (Photo: Teremana Tequila)

Teremana Tequila, the brand owned by Dwayne “The Rock” Johnson unveiled its inaugural campaign focused on the concept of “Mana” on Monday. The celebrity tequila brand shared that Mana is one of the brand’s core philosophies, and focuses on “sharing positive energy, bringing people together and doing the right thing.”

The campaign is called “Mana Makes The Difference” and will run on multiple platforms. In the campaign, The Rock introduces the tequila brand’s audience to the people behind the Teremana in the town of Jesús María, Jalisco.

“The people and craftsmen who make Teremana put Mana into everything they do, which makes the end product all the more special. It was important for me to shine light directly on them as a way to continue to express my gratitude for the incredible work they do,” Johnson said. “For all of us at Teremana, Mana is more than a mission for us to accomplish. It’s a feeling that’s very real. When you come to Jalisco, and spend time with the wonderful people that are so passionate about making our tequila, you can feel the Mana with every smile, every handshake, every hug and certainly, with every bottle.”

The campaign was a collaborative project with Wolfgang, an agency and content studio.

In the campaign, Johnson introduces the audience to The Lopez Family. The family of third-generation agave growers supervises production at Teremana. Johnson demonstrates the production process at the distillery complete with the roasting process.

In March, Teremana went global and set its sights upon entering the markets of Germany, Colombia the United Kingdom and Australia. The brand shared it was available in global travel retail within the United Kingdom.

“Teremana was founded on the principles of Mana and our unprecedented growth is a testament to that,” Teremana Tequila CEO Richard Black said in a news release. “This campaign is our way of showing why ‘Mana Makes the Difference,’ as more people around the world embrace the spirit of tequila. As we prepare to bring Teremana to new markets worldwide, we wanted to share our story in a way that holds true to our values and our approach to good tequila-making, always with good Mana at the core.”

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