• by Teresa Buyikian , Yesterday

Espolòn Tequila's latest marketing effort capitalizes on its bottle’s smaller stature to take advantage of a “holiday” that’s growing in popularity: Short King Week.

A “short king,” as defined by the Urban Dictionary, is “term of endearment for men 5’9” and under… [who] realize that their lack of height has nothing to do with the perception of their own self-worth.”  What began as an internet meme a decade ago has grown into a full weeklong social tribute at the beginning of May, with #shortkings garnering over 1.5 billion views on TikTok.

Espolòn, which is sold in shorter, wider bottles than the typical 750-ml tequila, has tapped “fellow Short King” funnyman Ken Jeong, known for his comedic roles in “Community” and The Hangover Trilogy, to star in the campaign. In one :30 video, seen here, Jeong is interviewed while he sits on a barstool, feet dangaling below him. He says Espolòn is celebrating Short Kings Week because “short just works better” in various scenarios, such as on an airplane, and that they “live longer, they’re smarter and sexier.” “Give short a shot,” he says, closing the spot drinking a margarita while wearing a crown.

“Short King Week is a natural extension of how we've always approached the category,” said Brian Chang, agave spirits U.S. category lead and consumer marketing at Campari America, in a release. “Tequila and society often fixate on appearance. Espolòn focuses on what's inside, and this campaign brings that idea to life with humor and an unapologetic point of view. Ken embodies that spirit, and together we're celebrating Short Kings everywhere.”

The video is the first in a series of social postings for the campaign, which runs online through May 9. The effort was produced by Wavelength and directed by Micah Perta.

The campaign extends to include a “Nine Days of Short Kings” limited-edition Advent-style calendar, which includes ingredients and barware needed to make a margaritas such as  375ml bottles of Espolòn Blanco and Reposado, a cocktail shaker, a jigger, agave syrup, chili-lime and salt garnishes, sour candy mix and a deck of Short King-approved playing cards. The calendar is available for $75 online while supplies last.