Don Julio
Elevated a Luxury Icon by Scaling Culture Globally
Case Study
Challenge
Don Julio Tequila set its sights on becoming a global luxury icon. And the launch of its first worldwide artist collaboration—a limited-edition Don Julio 1942 bottle designed by international DJ superstar Peggy Gou—presented the perfect opportunity to stand out on the global cultural stage. To achieve it, we needed to engage a community of superfans and generate unprecedented momentum.
Solution
Breaking through cultural noise today is more challenging than ever. To achieve relevance with our audience, we orchestrated the tease and release of the limited-edition bottle—called 194구—through a meticulously coordinated global campaign. This involved activating Peggy Gou and Don Julio superfans across key cultural touchpoints, including organic social, experiential events, paid media, and commercial platforms.
Drip-Feeding Cultural Breadcrumbs
Ahead of the launch, the enigmatic 194구 logo began appearing in cultural hotspots, starting with Peggy Gou’s set at EDC Mexico. We launched a bespoke Instagram broadcast channel to share these hints with an engaged community, fueling anticipation and speculation.
Mysterious PROJECTIONS
The cryptic logo appeared in wheatpastes and in street art and projections on buildings in New York, Miami, Los Angeles, London, and Seoul.
Unveiling the Exclusive, Limited-Edition Collaboration
The official launch was executed through a 360-degree campaign, beginning with a launch film shot by award-winning director Nabil Elderkin.
Global Reach: Bringing the Campaign to Streets and Skylines
The campaign's global reach was amplified through out-of-home advertising in major cities, including New York, Los Angeles, Miami, Mexico City, London, and Seoul.
PEGGY’S WORLD TOUR
Pop-up events in New York, London, Milan, Seoul, and Hong Kong brought the 194구 experience to life, taking the world by storm. These events featured exclusive bottle signings and meet-and-greets with Peggy Gou, limited-edition merchandise, electrifying DJ performances, and signature cocktails, creating unforgettable experiences for fans.
Global Impact: A Cultural Phenomenon
The pop-up events and the limited-edition bottle created a global sensation, amplified by overwhelmingly positive social media buzz and user-generated content.
