• by Fern Siegel , September 5, 2024

Tequila Don Julio has taken an artistic approach to its latest campaign.

The new work, produced by Anomaly, celebrates the Tequila Don Julio 70 Añejo Cristalino Artist Edition bottle.  

The new bottle was created by Mexican-American fashion designer Willy Chavarria. The two 15-second campaign spots were shot in his Brooklyn studio by Diego Bendezu and pay homage to one of Mexico’s most important holidays, Día de Muertos (Day of the Dead).

In the two ads, a diverse cast of Hispanic talent wears pieces from Chavarria’s past collections.

The campaign runs across OOH, paid media, social and digital.

The bottle’s distinct design features iconography of traditional and modern Mexico, fusing cultural influences. It will also be part of an exclusive Willy Chavarria capsule collectioninspired by Tequila Don Julio, debuting at the designer's spring/summer 2025 runway show in New York. The promotion continues this fall with Mexican Independence Day in Chicago and Día de Muertos in Los Angeles.

“Willy’s creative genius is truly inspiring and having his direct input into each element of the work from the thoughtful and diverse casting to the styling and music, captures the vibrancy of modern Mexico in a way that makes us collectively feel deeply proud,” Karen Harris, vice president of Tequila Don Julio, Diageo NA, told Agency Daily. 

Aged for 18 months in ex-bourbon American white oak barrels, the Tequla Don Julio 70 has a medium finish, with notes of vanilla, white chocolate and caramel. 

Tequila/mezcal reported $6.5 billion in revenue in 2023, according to the Distilled Spirits Council. The spirit may overtake vodka as the bestseller within a few years — the fastest growth coming from premium brands.

“Tequila Don Julio 70 Añejo Cristalino is celebrated for its smoothness and rich complexity, making it the ideal canvas for creative expression. We are in deep adoration of Chavarria’s dedication to his craft that truly embodies the essence of por amor,” Harris added.

Diageo NA's has a large portfolio of brands, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies; Smirnoff, Cîroc and Ketel One vodkas; Captain Morgan; Baileys; Tanqueray; and Guinness.