Dwayne ‘The Rock’ Johnson Will Cover Your Guac

If You Order His Tequila at a Restaurant, Dwayne ‘The Rock’ Johnson Will Cover Your Guac

For his birthday this year, Dwayne “The Rock” Johnson wants everyone to get out and support restaurant owners—and his tequila brand, Teremana.

Top line

In a campaign announced today called “Guac on The Rock,” Johnson is pledging to personally Venmo customers up to $10 when they purchase Teremana tequila and an order of guacamole from a bar or restaurant between May 1 and Cinco de Mayo (he turns 49 on May 2).

All participants have to do is submit their itemized receipts to GuacOnTheRock.com, and Johnson will cover them all until his guac contributions hit $1 million.

Between the lines

The pandemic hit the restaurant industry hard, requiring business owners and food and beverage brands to innovate with new offerings like contactless pick up and cocktails to go.

Now, as vaccines become more readily available and consumers begin to feel comfortable going out again, food and beverage brands are implementing creative ways to encourage sales. With this new purchase-dependent campaign, Johnson aims to “help get people safely back into our restaurants, bars and hotels.”

“These people need our help and support to get back in business,” Johnson said in a statement.  “Let’s go help them out, enjoy some amazing drinks and food and say thank you for all they do. And let everyone know that the guac’s on The Rock!”

Johnson launched Teremana tequila last March, selling more than 300,000 cases of the agave spirit in the brand’s first year on the market, according to an announcement he made on social media in December. He’s one of dozens of celebrities that followed George Clooney’s lead into the spirits business.

Bottom line

With the excitement of vaccinations and a hopeful return to a new normal on the horizon, local businesses and small brands are finally experiencing the glimmer of hope they’ve been chasing for over a year.

This campaign from Johnson’s ultra-premium, small-batch tequila looks to encourage everyone over 21 to support their local businesses and its workers while spurring consumer confidence at a critical moment for the industry.