MAY 2024 | BRAY & CO IGNITES CINCO DE MAYO WITH FAN-FAVORITE "GUAC ON THE ROCK" CAMPAIGN

Teremana Tequila and Dwayne Johnson Pay Fans Back to Fuel the Spirit of Mana All Month Long.

New York, NY — May 3, 2024 — Bray & Co is kicking off Cinco De Mayo with an electrifying activation of the perennial fan-favorite: Guac on the Rock. For the first time ever, the offer is running throughout the entire month of May, this initiative is already proving to be a creative and resonant breakthrough for Teremana Tequila and the spirits industry in general. Bray & Co. is securing Teremana’s position by celebrating with its community. This is not only special for the holiday, but to honor founder Dwayne “The Rock” Johnson’s birthday.

Fueling Authentic Moments

“Guac on the Rock” is fueled by a core brand ethos of mana, the spirit of community, connection, gratitude and generosity. Consumers who purchase a Teremana cocktail at a bar or a bottle from retail are invited to submit their receipts. In return, Teremana’s founder, Dwayne "The Rock" Johnson, personally gives back $10 cash to cover their cost of guacamole or apps. This isn’t just a rebate; it’s an invitation to celebrate, a rallying cry to share joy with friends and family. It’s a powerful move designed to inspire generosity, extending the celebratory spirit of Cinco De Mayo far past the single holiday.

Rising Above the Noise with Genuine Values

While many in the industry chase ephemeral trends, "Guac on the Rock" helps Teremana rise above the noise by focusing on real, shared experiences. Bray & Co’s strategy leverages the founder's ethos to create an undeniable bond with consumers, making Teremana synonymous with authentic connection. 

A Full-Funnel, Multi-Media Activation

"Guac on the Rock" is part of a larger integrated 360 brand campaign that reaches consumers across touchpoints. Leveraging high-impact digital media, point-of-sale displays, and robust social media engagement, the campaign spurred year-over-year growth in engagement. So far, emails have achieved a 52% open rate, contributing to a 64% increase in site traffic. Search ads are proving effective with a nearly 10% click thru rate. The influencer program developed by Bray & Co is moving the needle with 57% of site visits coming from paid social. This strategy is a testament to Bray & Co.’s ability to deliver campaigns that truly breakthrough in the highly competitive spirits industry, making the audience move from casual consumers to loyal fans.