Actor Aaron Paul along with ex-costar Bryan Cranston created a mezcal brand that is gaining traction thanks to their creative approach to brand marketing.
Launched in the summer of 2019, Dos Hombres mezcal started to make its debut on all of Paul’s social media channels. Social media awareness led to their first pop-up event in New Orleans hosting more than 700 people within the first hour to get a taste of the Paul and Cranston approved drink. But this was only the beginning.
This year, the ex co-stars partnered with Drizly, an alcoholic beverage delivery service, to deliver Dos Hombres to people’s home using robots. Thanks to social distancing guidelines, the stars created a Segway type of bot with a screen attached to the top.
Paul and Cranston were then able to Zoom in from their safe location and control the bots themselves. The actors would arrive virtually to “personally” deliver their mezcal brand to strangers who were celebrating a birthday during lockdown.
“We thought this concept was brilliant and perfect and hilarious,” Paul said during an interview with Adweek. “Turning us into robots and surprising people on their special day was kind of poetic in a very 2020 way. And I was so excited to be able to control a robot. Who doesn’t want to do that?”
“Our brand promise is to make the good times a little better,” said Liz Paquette, the director of brand at Drizly. “But because it’s been such a strange year of improperly celebrated celebrations, we wanted to do something to bring folks some joy and excitement.” Plus it was an innovative way to “flip that Zoom fatigue on its head.”