Teremana is an ultra-premium, small-batch tequila founded by Dwayne “The Rock” Johnson. Made from naturally sweet agave, Teremana is slow roasted in small traditional brick ovens and distilled in handmade copper pot stills in the highest peaks of Jalisco, Mexico.
- Public Relations
Case Study: The Great American Mana Mobile Road Trip
RHC was retained by Dwayne "The Rock" Johnson's Teremana Tequila to differentiate the ultra-premium brand and capture market share at a time when tequilas (especially celebrity tequilas) have become ubiquitous.
In July 2021, RHC helped the brand to realize the monumental launch of the Mana Mobile food and drinks truck, a rolling envoy that goes far beyond tequila. The Mana Mobile's purpose is to "Bring the Mana" and share the joy, fun, and gratitude, the cornerstone of the brand's ethos, while giving back to national and local communities and their heroes, such as first responders and hospital staff who have worked tirelessly throughout the pandemic.
RHC's goal was to raise awareness of the Mana Mobile and garner meaningful local and national press coverage to encourage locals to celebrate their local first responders. Since its launch, Mana Mobile has served free food and drinks (where legal) to anyone who presents a receipt from a local business.
RHC secured 239,297,882+ media impressions surrounding the Mana Mobile in the first month after launch. Coverage has spanned print and online publications and local broadcast news outlets. To date, RHC has secured 1,306,752,786 media impressions surrounding the Mana Mobile. The truck has visited 35 cities across the United States, including 13 hospitals and medical centers and 23 fire stations and army bases.