Tequila Don Julio—the original, luxury tequila and longtime, #1 favorite in Mexico—was relatively unknown in the U.S. Meanwhile, Patron—taking many cues from Don Julio—had launched luxury tequila over the border and was rapidly running away with the American market share.
We needed to introduce millennials to the superior quality of Don Julio’s authentic liquid and give them a strong reason to not just believe in, but also bond with, the brand.
We created the “Make Your Move” campaign, encouraging like-minded, millennial consumers to find inspiration in the DIY story of the brand’s founder—Don Julio González—and make their own moves. We also launched The Collective as a way to tell the stories of a diverse group of modern-day, “Don Julios.”
The “Make Your Move” campaign was promoted coast-to-coast in a custom Airstream speakeasy, letting consumers taste the tequila firsthand, and challenging them to make their own moves to fulfill their dreams.
Tequila Don Julio quickly became the fastest-growing luxury tequila in the U.S. Sales grew 25%, during a year when the tequila category was up just 4%—and Patrón only 7%.
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