Tequila Don Julio (Diageo Reserve Brands Group)
Great Brand Campaigns
Don Julio Gonzalez Estrada revolutionized Reposado style tequila production in Mexico. The tequila that bears his name, Tequila Don Julio (Don Julio), continues to be made in the same way since 1942, and is the number one choice among tequila connoisseurs in Mexico.
The Brief
Devise a UK PR programme for Don Julio aimed at showcasing the brand’s unique proposition:
• Increase awareness and education amongst target audiences about Don Julio, its unique personality, drinking ‘rituals’ and key attributes
• Work to shift the perception of target audiences toward tequila as premium versus bar slammers
• Profile program and results as ‘Best Practice’ to other key territories (Spain/Greece)
The Challenge
Tequila had a low-brow image in the UK, dominated by holsters girls and cheap slammers. Little is known about Tequila’s complexities and heritage.
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The Solution
GSC hosted a press trip for key lifestyle journalists to
• Host an educational press trip for key lifestyle journalists to Mexico to discover the world’s most revered tequila, explore the agave fields and contemporary Mexico City
• Organise and execute an intimate dinner party in London for press, key trade gurus, influencers and Diageo teams. Hosted by celebrated Mexican chef Enrique Olvera and Don Julio’s Master Distiller Enrique de Colsa, the tasting event would profile Don Julio, its provenance, complexities and to gain an insight into contemporary Mexico
• Facilitate an exclusive Don Julio Master Class for top accounts and bartenders with Master Distiller, Enrique De Colsa at La Perla in London
• Proactive press push to support all activations and promote Don Julio’s unique brand offering
The Results
• Press Coverage: 22 pieces of quality coverage; highlights included Mail on Sunday, Independent Magazine, Sunday Times Style, Radio 4’s Food Programme and Spirit Magazine
• PR Value: £200,000 +
• Audience Reach: 20 million + |
