How can we elevate the voices of Mexican creatives through an authentic partnership that drives sales of Tequila Don Julio?
Insight: Música Mexicana has become increasingly popular in the US. A 47% growth in Spotify streams in 2023 alone, this category represents a rich landscape of subgenres, topping the charts and bringing a new age of Mexican culture to the world stage.
A musical range as rich in genre and style as our brand’s portfolio is in variants creates the ideal pairing for the summer concert series of our generation.
Tequila Don Julio’s Summer of Mexicana was born.
The integrated agency team brought press, talent, partnerships and custom packaging to the table, creating genuine bridges to Mexican culture, while capturing attention of a mass audience, leading to a focus on Blanco and Reposado sales.
Tequila Don Julio’s llustrated Limited Time Offer package, pairing artist Dia Pacheco with Blanco & Reposado variants for the Summer of Mexicana campaign rollout.
An April announcement with Chritstan Nodal on Jimmy Kimmel started the press movement and set up our Summer of Mexicana Concert Series
And when Por Amor came to life on stage, we created the immersive concert series experience that made the Summer of Mexicana shine, first in Houston.
As summer rolled on, our partnership with Sueños Festival in Chicago connected with larger Musica Mexicana audiences. We created an immersive sampling activation with custom embroidery stations, and sponsored a backstage VIP for artists and media.
Summer of Mexicana went out with a bang - Downtown LA hosted an incredible line-up featuring Que Madre, Sofi Saar, and Chencho Corleone.
Role: Group Creative Director, NVE Experience Agency for Diageo
Design Direction: Curtis Duval
Creative Direction: Kathy Mehranian
Environmental Artists: Patrick Masterson, David Roan
Art Direction : Stephanie Johnston
Design: Allison Long