DON JULIO GOES BACK TO THE HEART WITH THE LAUNCH OF NEW GLOBAL MULTIMEDIA CAMPAIGN


Tequila Don Julio is honouring the legacy of its late founder, Don Julio González, with a new global advertising campaign which brings to life the core belief he placed at the centre of the brand – “Por Amor” (For the Love).

Everything Don Julio González did was ‘for the love’, and Don Julio Tequila is no different. And it’s this love for the land, the craft and the people helping the brand to pioneer the luxury tequila category that continues to drive Don Julio tequila to this day. 

With 26% net sales growth already in FY23[1], this global marketing campaign, will be featured across social, OTT, and OOH media in multiple countries across the world, including the US, Mexico, Australia, United Kingdom and Canada, from the end of March 2023. 

Shot on location in the highlands of Atotonilco and the Roma District of Mexico City, the OOH concept marries the rich colours and textures of the land with emotive and immersive storytelling. 

The TVC introduces the audience to Don Julio’s love stories which embody the brand philosophy: Por Amor, For the Love.  From a jimador (agave farmer) to a bartender – love for their craft is the spirit driving them to go further.

The OOH visuals connect the elements to Don Julio´s love stories; the bottles framed by the nature from where they originate, in Atotonilco, Jalisco, Mexico.

The core campaign was photographed by world renowned photographer and director Santiago Sierra-Soler, who was born and raised in Mexico City. Effortlessly bridging the worlds of fashion, art, editorial and branded content, Santiago’s unique style has previously seen him deliver work for the likes of Chanel, Dior and Vogue.

The supporting social campaign was captured by the talented photographer, Nirvana Nungaray, who was born and raised in Jalisco, the region where Don Julio’s Agave plants are still grown today.

“Por Amor is both a powerful insight and execution that delivers distinctive meaning and relevance for this unique and deeply special brand.” says Guilherme Martins, Global Brand Director at Diageo. “We know our audience want to celebrate with brands who share their values and their view of the true meaning of status.  So, we’ve created this campaign in honour of the global, multicultural audience who are living today by the ‘Por Amor’ the spirit of our founder.  It’s their hard work, passion, commitment, and their successes, along the way, we wanted to bring to life.”

Last year, to celebrate the 80th anniversary of Tequila Don Julio; the brand alongside Time magazine, created a list of 80 Mexican visionaries embodying the same ‘Por Amor’ and shaping contemporary culture today. 

For more information on tequila or the Don Julio story, please visit DonJulio.com

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