Tequila Don Julio and creative agency Anomaly have just launched a new campaign for the latest 70 Añejo Cristalino Artist Edition bottle, created in partnership with renowned Mexican-American fashion designer Willy Chavarria.
Shot by photographer Diego Bendezu in Chavarria’s Brooklyn design studio, two 15-second spots highlight the special bottle, which artfully depicts one of Mexico's most cherished and respected holidays — Día de Muertos (Day of the Dead).
Its design is also inspired by the San Joaquin Valley in California, where the artist grew up and learned a passion for art and luxury design.
Showcasing his distinct aesthetics, the Don Julio bottle is adorned with roses and classic Mexican iconography.
Tequila Don Julio 70 Añejo Cristalino was first launched in 2012, in honor of the brand's 70th anniversary. Each bottle is aged for 18 months in American white oak barrels, giving it all the complexity of a traditional Añejo but with a modern twist.
According to Chavarria, the bottle celebrates the synergy between modern and traditional Mexico.
The campaign includes an exclusive Willy Chavarriacapsule collection inspired by Tequila Don Julio, which will debut alongside the bottle at the designer's Spring/Summer 2025 runway show in New York.
The campaign runs across OOH, paid media, social, and digital.
Collaborating with a popular Mexican designer is a strong move that highlights the authenticity and heritage central to its brand identity.
Positioning Don Julio as a designer product also influences how the audience perceives the brand, communicating the quality of its products with its customers.
The Taste of Mexico
Two 15-second spots unite a diverse cast of Hispanic talents from various backgrounds, along with Chavarria himself, dressed in beautiful garments from the designer’s past collections.
Posing around a long table draped in traditional white embroidered cloth and lined with candles, the group enjoys their time together and celebrates with their drinks in the air.
In another shot, a model walks down the runway to show off a swanky outfit.
The spot ends with a memorable shot of a white car covered in roses, bouncing to the beat.
We've been seeing more tequila brands advertising over the year, staying true to marketing agency Dentsu's forecast of ad spending in the beverage industry growing by 7.2% in 2024.
Earlier this week, Maestro Dobel Tequila launched its campaign as the official tequila for the U.S. Open.
Editing by Katherine 'Makkie' Maclang
