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Advertising Tequila Day of the Dead

Espolon Tequila launches Day of the Dead magazine and runs obit for fake news

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By Kyle O'Brien, Creative Works Editor

November 1, 2019 | 4 min read

Espolòn Tequila is celebrating the Day of the Dead by making sure fake news finds a grave, all the while keeping print media alive with the launch of its limited edition Death magazine.

Death magazine

Death magazine by Espolon Tequila

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.

NYT obit

The ad, according to the brand, is a modern example of a longstanding Día De Muertos tradition – the literary calavera and illustrated poems with a deadly twist.

These satirical obituaries began to appear in Mexican newspapers in the 19th century and were aimed at the nation’s high-society and political elite. The poems served as a humorous way to draw attention to political and social injustices of the time.

In honor of this tradition, Espolòn wrote an obituary for one of the greatest societal threats of our time – (actual) fake news, and placed it in one of the world’s most respected newspapers.

While fake news might not be dead just yet, Espolòn Tequila made a $10,000 donation to the International Consortium of Independent Journalists to help in the fight.

In another move to combat fake news, the brand launched Death, a magazine that pays homage to a those literary calaveras.

The rise of that style of poetry is linked to the work of Jose Guadalupe Posada, whose iconic drawings during the Mexican revolution became the country’s beloved, quintessential representations of death. It is his artwork that inspires the striking design of Espolòn Tequila bottles.

Every year, at the end of October, the people of Mexico take to newspapers, radio and even television to share witty and often biting poems poking fun at their still living loved ones’ shortcomings, ultimately culminating in their comical demise. They are a sign of Mexican creativity and irreverence – and a friendly reminder of our own mortality.

In this spirit, Espolòn Tequila honored Posada and all who’ve crossed over, with Death, a custom publication featuring modern calaveras penned by some of today’s rising literary stars and pop culture personalities, many of whom come from Mexican-American and Latinx communities.

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.

Death magazine

The magazine has been 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.

See the pop-up and view imagery from the campaign by clicking the Creative Works box below.

Espolon Tequila: Day of the Dead Death by Team Epiphany

By Espolon Tequila

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