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The Rock launches Christmas campaign for Tequila brand
Dwayne ‘The Rock’ Johnson has launched a festive-themed campaign to promote his Teremana Tequila brand.
Ex-wrestler turned Hollywood star and now agave spirits mogul Johnson has announced the launch of the Home is Where the Mana Is campaign.
As part of the campaign, a new website, holidayhouse.teremana.com, where users can share stories of “gratitude and togetherness to spread the positive energy of the season”. Those who do share stories have the opportunity to win prizes, including a “Christmas staycation” worth more than US$17,000.
To mark the Holidays, Teremana has also released a new cocktail recipe for a Merry Margarita, consisting of Teremana Reposado, pomegranate juice, lime juice, cinnamon syrup and a touch of salt.
The brand will also be holding festive popups in New York City, Los Angeles and Nashville.
In a press release for the brand, Johnson stated: “The holidays are special as it’s a time of year for all of us when Mana comes to life in the spirit of the season. It’s less about where and how we celebrate but about connecting with one another and sharing Mana.”
“It’s so cool and very special to me that we can create moments to share Mana this way, as it’s through telling our stories that we develop deeper ties,” he continued. “Our hope is that by sharing and hearing each other’s Mana stories, we can help make everyone feel more connected and at home this holiday season – as home is where the Mana is! It is with great pleasure, friends, that I welcome you home for the holidays!”
Teremana has used Johnson’s star power to expand its presence, with recent partnerships with luxury London department store Selfridges and Sydney Airport offering a clear indication of its global ambitions.
Johnson himself topped Forbes’ list of the world’s highest paid actors in 2019 and 2020, earning US$87.5 million from film projects in the latter year, though in the most recent (2023) edition of the list he did not make the top 10.
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