Teremana launches social connection campaign
Dwayne Johnson’s Tequila brand has partnered with social app Timeleft to host events across 13 US cities aimed at bringing people together over drinks.
Teremana Tequila has launched a new campaign aimed at encouraging in-person connection, partnering with social app Timeleft for a nationwide series of events across the US.
Called Share the Table, Share the Mana, the campaign launched on 24 April and is rooted in the concept of Mana, or ‘Good Energy’. According to the brand, the initiative is designed to bring people together “one table at a time”, using shared experiences centred around conversation, drinks and community.
The campaign comes at a time when “real-world connection is increasingly rare”, with Teremana citing data from the Organisation for Economic Co-operation and Development (OECD) showing that in-person contact has declined, with many Americans now spending less time together than before.
Billboard activation launches campaign
Teremana kicked off the campaign with a series of out-of-home billboards across the country, including an installation on Abbott Kinney Boulevard in Venice, Los Angeles.
According to the brand, what initially appeared to be a standard billboard instead concealed a live activation featuring a bartender, drinks and an invitation for passers-by to “Share the Table”.
“I’ve always believed that some of the best moments in life happen when we come together around the table. Being present, in the moment, just cool, engaging, fun or even deep conversation. Keep it real,” said Teremana Tequila founder Dwayne Johnson.
“With Share the Table, Share the Mana, we’re taking that idea out into the world, creating spaces where people can connect with one another, share a great drink, and feel that energy for themselves. My hope is that people take that Mana with them, pass it on, and create even more moments like this.”
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Nationwide events planned through August
Building on the launch activation, Teremana has partnered with Timeleft, a global social app focused on in-person meet-ups, to roll out the Share the Table Series.
The programme will bring small groups together over drinks at participating bars and restaurants every Thursday from April through August. Events will take place across 13 cities and 56 venues, with the brand stating that the initiative is expected to bring together thousands of people.
“Timeleft was built on a simple belief: the most meaningful things in life all start by showing up,” said Maxime Barbier, CEO and co-founder of Timeleft.
“Starting a conversation you didn’t plan, with people you didn’t know, at a table you didn’t pick. With Teremana, we’re taking that further. Because in a world where everything is curated through a screen, sitting down with real humans and letting the moment happen. That’s the radical act. That’s Show Up First.”
Consumers aged 21 and over can sign up to attend Share the Table events through Timeleft.
Teremana was founded by Dwayne Johnson, Jenna Fagnan, Ken Austin and Dany Garcia. The tequila is produced under NOM 1613 at Destilería Teremana De Agave in the highlands of Jalisco and is available in Blanco, Reposado and Añejo expressions.
The brand said each expression is made from 100% fully mature agave, slow roasted in traditional brick ovens and distilled in handmade copper pot stills. Teremana is marketed by Siete Bucks Spirits, which oversees production standards, compliance and regulatory alignment.
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