September 03, 2012

el Jimador launched a Lucha Libre-themed Facebook campaign featuring Jimi "el Jimador" luchador as a vehicle to share the brand's story and convey its unique personality and attributes. Jimi is a jimador by day (an agave harvester) and a luchador by night, (a Mexican masked wrestler).

On October 2, el Jimador's Facebook fans can enjoy photos and videos of Jimi showcasing his double life as a jimador and a Mexican wrestler by visiting>. By incorporating his twist on traditional colloquialism such as "Things are looking up" and "Taking care of business", consumers will experience el Jimador's "Live 100%" proposition, which not only alludes to the 100 percent blue agave used in its tequila production, but also encourages consumers to live life to the fullest in a courageous, determined, fun and responsible manner.

"el Jimador tequila comes to life and into the lives of our consumers by showcasing Jimi, 'el Jimador' luchador in everyday situations," said Jesus Ostos, brand manager for el Jimador. "We are confident consumers will identify with Jimi's sense of humor, wit, and attitude towards life."

The lucha-libre themed Facebook campaign is the kick-off to a larger platform that will include special appearances of Jimi, el Jimador during special events in various markets. Jesus Ostos, brand manager for el Jimador Tequila and Boxing Clever, the advertising agency, were responsible for the creative of the social media campaign.


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