Campari signs up Deadpool to endorse Espolòn Tequila

Campari has struck a deal with 20th Century Fox for Marvel’s red-suited antihero Deadpool, played by actor Ryan Reynolds, to endorse its Espolòn Tequila, and has wasted no time in allowing its fictional mascot to take a swipe at Reynolds’ own spirits venture, Aviation Gin.

Reynolds’ character has been named “creative director” of Espolòn Tequila – distributed by Campari Group – ahead of the release of Deadpool 2 in May.

“I needed the money,” Deadpool explained in a tongue-in-cheek release release by Campari Group, as part of the fourth wall-breaking campaign.

Referring to Reynolds’ acquisition of Portland-based Aviation Gin earlier this year, Deadpool called Reynolds a “Canadian gobstopper” who is only famous “thanks to those two girls and that pizza place,” a reference to the TV sitcom that started Reynolds career, Two Guys, a Girl and a Pizza Place. 

Reynolds bought a majority stake in the US-based Aviation Gin, becoming its new owner and creative director, from its co-owner Davos Brands in February.

Espolòn’s Deadpool 2 campaign will include custom packaging, in-store displays, out-of-home ads and social-media activations across the brand’s channels.

“We are excited to announce that the loquacious anti-hero Deadpool, will assume the role [of our] creative director for culture ‘n stuff,” said Christine Moll, marketing director for the tequila brand’s parent company Campari America.

“While Deadpool has absolutely zero experience in marketing anything other than himself, Espolòn has taken brave, bold chances with marketing in the past and so will entrust Deadpool to bring his self-declared ‘creative genius’ to a movie-themed ad campaign.”

The first ad released featuring Deadpool depicts a cut-out Deadpool head hastily taped on a bathing woman’s body that states: “Anytime is bath time with Espolòn.”

Deadpool 2 hits theatres nationwide on 18 May.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Advisor

The Whisky Exchange
London, UK

Customer Services Administrator

Speciality Drinks
London, UK

Trading Administrative Assistant

Vin-Exchange Ltd
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands, UK

Sales Executive

Wine Source
London, UK

Sales – North East England

Liberty Wines
London, UK

Account Manager

Grape Passions Ltd
Hertfordshire, UK

Account Manager Business Development

Gourvid Limited
London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2019

Wine Paris

Paris,France
11th Feb 2019
Click to view more

The Global Fortified Masters 2018

Deadline : 25th January 2019

The Global Pinot Noir Masters 2019

Deadline : 1st February 2019

Click to view more

Rioja Masters 2018

View Results

The Global Beer Competition

View Results

Click to view more