JANUARY 2025 | BRAY & CO SPREADS CHEER AND MANA WITH TEREMANA’S RECORD-BREAKING 2024 HOLIDAY CAMPAIGN

Sparking fan engagement, with 13,500+ stories of real mana shared.

New York, NY — Jan 10, 2025 —Bray & Co is proud to announce the success of the 2024 Teremana Holiday campaign, "Home is Where the Mana Is." This powerful initiative didn’t just meet benchmarks—it shattered them, inspiring fans to submit more than 13,500 authentic, heartfelt holiday stories.

Authentic Engagement as the New Standard

Research showed that 78% surveyed feel disconnected from their loved ones and seven out of 10 said that thoughtful messages are more valuable to them than gifts. Meanwhile, 44% say they don’t take the time to send messages to feel more connected during the holidays. Bray & Co saw this as an opportunity to help by asking fans to share stories of real “mana-ful" moments. Thanks to a partnership with American Greetings, fans could send e-cards with personal messages to friends and family. The campaign moved past traditional advertising into the realm of meaningful experience, including heartfelt and humorous messages from Teremana’s founder, Dwayne “The Rock” Johnson. The result was a resonant, creative triumph that showed the world exactly what it means to share the Mana.

A 360-Degree Campaign with Holiday Spirit

The holiday activation was a critical component of a larger integrated 360 brand campaign. The strategy activated engaging touchpoints across media. Bray & Co created a virtual "Mana Holiday House", where fans could win prizes. In Los Angeles and New York festive pop up events put the "Mana Tree" on display, along with people’s stories. This multi-layered approach ensured that the message of togetherness reached fans and was spread to their friends and family. Teremana achieved a level of resonance that is rare in the modern spirits landscape.

Rising Above the Superficial

In a tequila industry often oversaturated with imagery of elite VIP lounges and wild club scenes, Bray & Co helped Teremana forge a new path. The brand was able to rise above the competition and cliche messaging by focusing on a new audience and building genuine connection.