Wayne Gretzky was an inspiring player to follow each time he took the ice. Most hockey fans probably know that he was also an inspiring person off the ice, with several motivational quotes credited to his name.
Gretzky's most iconic quote – "You miss 100% of the shots you don't take" – has been uttered in locker rooms, schools, business seminars and even in television shows such as The Office. Now Gretzky's quote has popped up in several locations promoting an unexpected item – Espolon Tequila.
Espolon tweaked Gretzky's quote slightly, changing it to – "You miss 100% of the Tequila shots you don't take". Well played, Espolon.
The ad from Espolon above was seen on a building in New York, a fitting location when you consider their play on Gretzky's quote and his brief stint with the New York Rangers. The company has smaller versions of the ad at bus stops in areas of California, such as on Fairfax Avenue in LA which is roughly 10 miles from the STAPLES Center. LA is an ideal location given Gretzky run with the LA Kings between 1988 and 1996. It also was posted on the company's Facebook page with the caption "You know what they say in Mexico"
We're left wondering, is this a one-time stunt or will the company offer their spin on other famous quotes from recognizable athletes? If done correctly, Espolon could have an effective and, more importantly, viral marketing campaign on their hands.
Espolon Tequila is a tequila company (shocking) owned by the Campari Group, an organization which owns major names in the alcohol industry such as American Honey, Wild Turkey and SKYY vodka.