Timberlake, a co-owner of the tequila brand, posted a photograph of himself fully dressed in the green costume from the commercial on Instagram, urging his fans to watch his latest bit. The three-minute video promotes the product by telling a story of lime named Rick "Sour" Vane, played by the singer.
The documentary style marketing method discusses the time when lime's shined in the bar scene, until club goers were introduced to the triple distilled Sauza 901 and the popular garnish was no longer necessary.
The Social Network actor named the brand 901 after his hometown area code in Tennessee. Business Insider reports that once Sauza bought the business from him in 2014, he said, "My love for tequila began a few years ago after I visited the tequila heartland of Jalisco, Mexico, and saw the passion and craftsmanship that goes into every bottle. That trip inspired me to create 901, and I'm thrilled to partner with Sauza so we can continue to bring the world 901."
To further promote the brand, Timberlake posted a video on Instagram.