José Carlos Montoya, the popular participant on La Isla de las Tentaciones (Temptation Island), has gone viral this week thanks to a new collaboration with Ecoembes. The brand decided to work with him after he famously said on the Telecinco program: “we are ecofriend.”The video, in which Montoya encourages his followers to recycle in his signature humorous style, quickly took off and has already surpassed 5.4 million organic views. The action was developed by the communications agency APPLE  TREE, in collaboration with influencer marketing agency Keepers.

Temptation Island’ and the conversation it generates on social networks has become one of the most coveted spaces for brands to connect with young people. Ecoembes itself has been actively participating for weeks on platforms such as X, Instagram and TikTok with content adapted to each episode.   But the perfect opportunity arose on February 26, when Montoya, one of the most viral characters in the edition, uttered the phrase “we are ecofriend” while reprimanding another cast member for throwing tissues on the ground.

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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DGnmftCNHiu/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Montoya (@jose_carlosmontoya)</a></p></div></blockquote>

Ecoembes seized on the moment to create a social media campaign featuring Montoya himself, now a viral phenomenon not only in Spain but internationally. Combined with his outspoken, eco-conscious attitude, the move generated strong impact and widespread mentions of Ecoembes across platforms. This prompted APPLE TREE, Ecoembes’ digital strategy agency, to design a real-time marketing activation. Within hours, the team drafted a script weaving in Montoya’s most iconic lines, and through influencer marketing agency Keepers,arranged a collaboration with his team. The challenge: launch the campaign before the weekend, while the episode was still fresh.

The result: within just 24 hours, the video on Montoya’s social channels had already surpassed 3 million views; by Monday, it had crossed 5.4 million.

In the words of Nieves Rey, Director of Communications at Ecoembes: “We are really happy with this collaboration, which has allowed us to reach our younger audience in a genuine and authentic way , joining the conversation naturally while putting the value of recycling in the spotlight.”