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Aaron Paul and Bryan Cranston partner with Drizly to promote their new mezcal Dos Hombres’ Brand

Image Source: "Bryan Cranston & Aaron Paul" by Gage Skidmore is licensed under CC BY-SA 2.0

Written By Tessa Reyes Benz | October 13, 2020

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.”

 

At Drizly, it’s part of the brand’s culture to include and get creative with advanced tech. With their recent $50 million funding, executing these creative marketing stunts is possible. Drizly’s in-house video team, along with a Dos Hombres rep, were able to capture these birthday deliveries to share on social and digital platforms.

 

“One lovely lady slowly opens the door, and she just had this stunned look on her face,” shared Paul. “She was wondering if she’d just won a million dollars. I hope it wasn’t a big letdown.”

 

Drizly has seen “astronomical growth” during the 2020 pandemic. Paquette reported sales spikes as high as 800% between the months March and May. Collaborating with Dos Hombres’ owners was the brands first time looking to Hollywood for brand marketing and it won’t be the last time. It’s quite the trend for stars to develop their own alcohol brands and Drizly will be happy to collaborate.

 

“We’ll be looking for new and irreverent ways to help people celebrate things like anniversaries, weddings and other milestones,” Paquette said.

 

If there’s one thing this pandemic has given us, it’s creative and innovative brand marketing and we are all here for it.

 

 

 

[H/T Adweek]