Teremana, the tequila brand from “The Rock”
In a world where the travel experience is increasingly immersive and connected, Teremana chose Paris-Charles de Gaulle Airport as the strategic stage for its “Share the Mana” campaign. Founded by Hollywood superstar Dwayne “The Rock” Johnson, the premium tequila brand aimed to strengthen its image as a high-end spirit while creating a memorable connection with international travellers.
Made possible through the collaboration between GLOBE TRAVEL RETAIL and GLOBE FACTORY, the initiative sought to link the brand’s authentic craftsmanship with the universal reach of the airport experience.
An immersive pop-up for international travellers
At the heart of Terminal 2E, a 29m² pop-up store was designed as an experiential space combining product discovery and education.
Travellers were invited to:
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Taste three expressions of Teremana tequila,
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Explore the brand’s heritage and artisanal craftsmanship,
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Take part in interactive experiences that deepened their connection with the Teremana universe.
A digital layer enhanced the activation: an interactive QR code allowed visitors to access exclusive brand content and join a prize draw to win a travel voucher, further driving social media engagement.
Global visibility and immediate impact
The campaign enjoyed exceptional exposure, reaching more than one million international passengers travelling through Terminal 2E, boosted by the influx of visitors attending the 2024 Paralympic Games.
In record time, the activation enabled Teremana to:
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Anchor itself in a prestigious and universal environment,
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Deliver an immersive and educational brand experience,
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Strengthen awareness among a discerning international audience.
✨ With “Share the Mana”, Teremana successfully transformed a simple retail space into a sensory and memorable experience, confirming the power of experiential travel retail as a key growth lever for premium brands.
