GHOST TEQUILA: DEATH TO THE MARGARITA

OVERVIEW

This integrated campaign pronounced the classic margarita dead and made a spectacle of it. What began as a full-page obituary in The Boston Herald escalated into a public funeral for the bland, everyday margarita, turning category convention into cultural theater. Built to steal attention on a scrappy budget, the work rejected safe, predictable tequila rituals and positioned the Perfectly Spicy Margarita as the only margarita worth ordering. In addition to garnering more than 1.63M views on social, The campaign was later recognized as a finalist for the Shorty Awards.

competencies

Integrated Campaign
Influencer Content
Brand Experience

A newspaper obituary mourning Margarita, age 86, with a headline and article about her death. The page features images of a bottle of Ghost tequila and a cocktail, along with candles and decorative items.
Two men in dark suits walking on a sidewalk, carrying a red velvet-covered casket with flowers on top, surrounded by onlookers taking photos and recording the scene, in a park-like setting with trees.
A woman wearing sunglasses and jewelry, holding a notebook, and wiping her face with a tissue while exiting a vehicle with a black interior and a transparent cover.
A glass display case containing a Halloween-themed craft with a plastic skull, green pipe cleaner, and red satin fabric, placed on a red surface.
A man standing at a wooden podium decorated with red cloth, in a church-like setting with stained glass windows, yellow and orange flowers, and lit candles. Two women are seated in the foreground, one taking a photo with her phone. The scene appears to be a memorial or tribute event.
Man playing a guitar at a crowded indoor event in a decorated room with stained glass windows and chandeliers.
Decorative Mexican-style altar with orange marigold flowers, candles, framed pictures, a wicker basket with pink and white conchas, a bowl of limes, and a black skull mask, set against an orange flower wall and black patterned backdrop, promoting a spicy margarita drink.
A woman with blonde hair and a tattoo on her left arm is shaking a cocktail shaker behind a bar. The background has multiple GHOST tequila posters with red and black colors. The bar has bottles of alcohol, lime wedges, and red candles.

PARTNERS
Agency: Sidecar
Associate Creative Director: Ryan Casey
Copywriter: Alyssa Lofredo
Senior Art Director: Lauren Juenger
Designer: Mary Toscano
Awards: Shorty Finalist

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