• by Fern Siegel , March 6, 2023

Tequila Don Julio kicked off a campaign to showcase its new product: Tequila Don Julio Rosado.

Produced by the community agency, the creative posits a fantastically pink world where the tequila is part of a celebratory atmosphere. Both 15- and 30-second spots highlight the fun of enjoying the new high-end spirit in a glamorous and extravagant setting.  

The creative will be featured across social, Meta and Snap, out-of-home and digital media, Dotdash/Meredith and Hulu, and out-of-home. The ads were directed by Ukrainian filmmaker Tanu Muiño and shot in Mexico.

“They gave me such artistic freedom, allowing me to draw inspiration from architecture, bold artists … The world we created for the new Tequila Don Julio Rosado is striking and colorful,” said Muiño.

The reposado, matured for four months in ruby port wine casks from the Douro wine region in Portugal, is 40% ABV (alcohol by volume). The result is a reposado tequila with a delicate pink hue and sweet notes of dried red fruit and caramel. Julio Rosado is the brand’s push in a new direction, positioned as a daytime-friendly tequila.

Diageo senior vice president Christina Choi told VinePair: “What we wanted to do is give consumers that incredible luxury tequila experience, but more grounded in daytime drinking,” she says. “There really wasn’t anything, from a luxury tequila standpoint, that was meeting that need.”

The Julio Rosado is pink, thanks to the wine barrels’ tannins. The type of barrel changes the flavor of each distillery's tequila.

The community’s client work also includes Netflix and GM, Oreos and Verizon.