The Business and Hancocks launch Teremana Tequila campaign

Auckland indie agency The Business has partnered with Hancocks to launch Dwayne “The Rock” Johnson’s Teremana Tequila in Aotearoa.

Ben Cochrane, founder of The Business, says: “Teremana is not just another celebrity drinks brand. Dwayne Johnson is the founder, and you can feel that in the way the brand has been built. This is exactly the kind of brand we like working on. A big name, a big ambition and a big story.”

The campaign introduces Teremana’s global ‘Share the mana’ platform and highlights the brand’ credentials to New Zealand consumers. In partnership with the Lopez family from Jesus Maria, Mexico, who have been making tequila for generations, Johnson wanted to create a drink built around quality, that also ties to the earth and his culture.

The name Teremana comes from the Latin word terra, meaning earth or land, and mana, referring to a spirit of pride, and also reflects Johnson’s Samoan heritage.

The perfect time

Teremana also produces tequila the traditional way, using 100% mature Blue Weber agave, slow-roasted in traditional brick ovens and distilled in handmade copper pot stills.

Cooper Hood, brand manager at Hancocks, says: “It felt like the perfect time to bring Teremana to New Zealand.

“Dwayne Johnson is no stranger, with links to his Polynesian culture and time living on shore with family. We designed this launch to give Teremana immediate visibility and support in a growing tequila market, backed by increased at home consumption and the Margarita’s popularity exploding over the past 12 months.”

The national campaign is now live across digital and out of home.