Don Julio | Make Your Move
Tequila Don Julio has been the longtime #1 favorite tequila in Mexico but was relatively unknown in the U.S. Meanwhile, Patrón—taking many cues from Don Julio, had launched luxury tequila over the border and was rapidly growing in popularity among millennial consumers while running away with the American market share. We were tasked with introducing millennials to the superior quality of Don Julio’s authentic tequila and giving them a strong reason to not only believe in the brand but also bond with it.
Client: Diageo
Role: Design, Art Direction
So we developed the “Make Your Move” campaign and released a series of stories shedding light on the journey of Don Julio González in creating the worlds first luxury tequila, as well as encouraging like minded consumers with that same entrepreneurial spirit to make their own moves to fulfill their dreams.
Tequila Don Julio quickly became the fastest-growing luxury tequila in the United States as sales grew 25% during a year when the tequila category was up just 4% and Patrón only 7%.
