Espolòn Tequila is celebrating the Day of the Dead by making sure that fake news finds a grave while keeping alive print media with the launch of its limited-edition Death magazine.
An obituary ran in the New York Times today (1 November) with Day of the Dead imagery and a skeleton arm pouring out a drop of Espolòn with the headline ‘Pour one out for the death of actual fake news’, followed by a poem.
The ad, according to the brand, is a modern example of a long standing Día De Muertos tradition – the literary calavera, illustrated poems with a deadly twist.
In another effort to combat fake news, the brand launched Death, a magazine that pays homage to a those literary calaveras. Contributors include R&B superstar Miguel, whose painted face graces the cover, activist Mishel Prada, restaurateur Bricia Lopez and Valentina, star of RuPaul’s Drag Race, among others.
The magazine is set up at a pop-up newsstand and speakeasy in New York, where Day of the Dead attendees can sip signature cocktails and read the copy of the magazine.
Agency: Team Epiphany
Client: Espolon Tequila (pop-up experience)