Teremana

2023 to date

Drink

Launched Paid Media for Dwayne ‘The Rock’ Johnson’s Tequila Brand

Teremana is a premium tequila brand founded by Dwayne “The Rock” Johnson, crafted with traditional methods and a focus on sustainability. After explosive retail and organic social growth, the team brought us in to build their first paid media system — designed to support national brand moments, fuel long-term growth, and turn attention into action.

Key Results

10x scale spend over 2 years on Meta and Pinterest, with above-benchmark brand lift in favorability and action intent (Meta studies)

+15% YoY increase in U.S. brand search volume

Challenges

We were brought in by Teremana’s CEO — a longtime client we partnered with during his time leading growth at a Distill Ventures brand. He knew we understood the nuance of spirits marketing and could help define why paid performance mattered at this stage of Teremana’s growth.

Our first job? Help the team craft a strategic case study for the board — outlining how paid media could extend the brand’s organic momentum and support major moments across the calendar.

From there, we built the foundation for Teremana’s performance marketing system from scratch — account setup and structure, campaign architecture, creative strategy, testing frameworks, and landing page infrastructure. A full-stack setup built to accelerate growth in the US and internationally.

Solution

Actions

1. Launched and scaled Teremana’s first paid media engine across Meta and Pinterest

Launched and scaled paid media across Meta and Pinterest, building the foundation from scratch.
Designed a full-funnel structure across awareness, engagement, and lead generation.
Optimized for key brand moments like Guac on the Rock, Cinco de Mayo, Christmas Mana House, and Game Season.
Supported retail activations through hyper-local awareness and engagement campaigns.

2. Built long-term creative capacity and performance principles

Set up a repeatable creative testing system the internal team could run — balancing brand storytelling with performance-led formats.
Created key assets for campaign launches — including brand statics and creator content.
Delivered actionable feedback loops to refine messaging, hooks, and identify breakout angles.

3. Provided ongoing social listening and insight support

Continued to support the team with social listening — monitoring Meta ad comments and surfacing real-time feedback.
Shared insights that inform brand communication, creative iteration, and product storytelling.

This was more than a campaign launch — it was a performance foundation built to match Teremana’s momentum, with the systems in place to expand across the US, UK, Europe, and Australia.

Static Ad Creatives

Testimonial

“

Wendy Duan

VP Marketing, Teremana

"Founded by Dwayne "The Rock" Johnson, Teremana Tequila grew to an incredible social reach completely organically in its first three years. To stand out amongst its competitors in this saturated alcohol space, in its fourth year, the brand decided to test paid social. With the help and guidance of Frontline Growth, we were able to capitalize on our audience and get incredible insights around our consumers."

FRONTLINE GROWTH

FRONTLINE GROWTH