Tequila, flamethrowers and baseball caps: Elon Musk’s strange brand tie-ins
Reports emerged Friday that Tesla registered a new trademark with the Patent and Trademark Office for ‘Teslaquila’. Musk appeared to confirm the reports, tweeting, “Teslaquila coming soon…” and sharing a “visual approximation“ of what the new drink’s label could look like.
The electric car creator first mentioned a Tesla-linked liquor on April Fool’s day, when he joked about the company going bankrupt and him being found “passed out against a Tesla Model 3, surrounded by ‘Teslaquila’ bottles.”
Elon was found passed out against a Tesla Model 3, surrounded by "Teslaquilla" bottles, the tracks of dried tears still visible on his cheeks.— Elon Musk (@elonmusk) April 1, 2018
This is not a forward-looking statement, because, obviously, what's the point?
Happy New Month! pic.twitter.com/YcouvFz6Y1
It now appears that the beverage proposal was no joke, according to the trademark application, which cites an “intent to use.” The document reveals a similar trademark application was made in Jamaica in April.
Twitter users took great delight in poking fun at the project on social media.
Don't drink and autopilot!— Whiteboy7thst (@Whiteboy7thst) October 12, 2018
When is Teslaweed?— Greg Harmon, CMT (@harmongreg) October 12, 2018
You know if you distill that a bit more you could run a rocket engine on the stuff.— Scott Manley (@DJSnM) October 12, 2018
Finally I can support your space exploration with my debilitating alcoholism.— Ben Tate (@BenBtate638) October 12, 2018
Tesla has faced a number of challenges this year, including two fatal crashes, recalling 123,000 Model S sedans, and fielding concerns about potential bankruptcy and Musk’s own behavior, which has spooked investors.
Teslaquila isn’t the first branded product the tech billionaire has come up with that’s a little unusual.
Musk’s The Boring Company, which is digging tunnel networks for public transit, does sound a little, well, boring, and perhaps that’s why Musk decided to create branded ‘Not a flamethrower’ flamethrowers to promote it.
“When the zombie apocalypse happens, you’ll be glad you bought a flamethrower,” Musk tweeted. All 20,000 preorders on the $500 flamethrowers soon sold out.
When the zombie apocalypse happens, you’ll be glad you bought a flamethrower. Works against hordes of the undead or your money back!— Elon Musk (@elonmusk) January 28, 2018
Musk has a definite knack for marketing, as even his very ordinary Boring Company baseball caps racked up a nice chunk of change when all 50,000 were sold at $20 each.
Tesla branded surfboards
In another Tesla branding endeavor, Musk announced in July that the company was partnering with a California surfboard company to produce $1,500 Tesla-branded surfboards.
While it could be argued that both surfboards and electric cars are both modes of transport, the similarities end there. Nonetheless, the surfboards soon sold out.
Firing a car into space
When launching the Falcon Heavy in February, Musk decided to use it to bring a Tesla Roadster into space. While it could be argued it was a savvy way to cross-promote both Space X and Tesla, many felt it was a fairly insane act of product placement and a bit of a waste of a perfectly good sports car.
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