Dive Brief:
- Diageo tequila brand Don Julio debuted a new international ad campaign that celebrates its late founder, Don Julio González, per a press release. The company said the campaign will be its largest marketing effort to date.
- The campaign, which was filmed in Mexico, explores González's story in a series of still images and six- and 15-second ads, which will appear on Hulu, YouTube and other digital and social media platforms, the company said.
- Like many other brands, Don Julio has added a charity component to the campaign. In González's honor, the brand is donating $25,000 to the Restaurant Workers Community Foundation, a non-profit which advocates on behalf of restaurant workers, to help people within the bar and restaurant industry affected by the COVID-19 pandemic.
Dive Insight:
As part of the brand's largest campaign to date, Diageo's Don Julio tequila is focusing on the brand's heritage and the current environment to help the company tell its story and differentiate its brand in a crowded tequila market.
A recurring theme in each of the short ads is González's methods for cultivating quality tequila, as well as the accidental success of his creation. The company noted in its statement that he was known for whispering to his agave plants and planting them further apart in the Highlands of Jalisco, details that could intrigue customers who see the ads.
The company chose to focus its ads on bartenders because of their role in promoting González's creations, Christina Choi, senior vice president of tequila at Diageo North America, said in a statement. Since González set out to make tequila for his loved ones — as mentioned in one of the ads — the company felt a responsibility to its "friends and family" within the restaurant industry who have supported the brand, Choi said.
Don Julio joins a growing list of brands donating to charitable causes during the ongoing COVID-19 pandemic. Other brands, including Crown Royal, Frito-Lay, Ball Park, Busch and Michelob Ultra, have given to charities assisting people and small businesses affected by the coronavirus pandemic. These charitable efforts could help attract younger consumers who want brands to be defined by purpose.
