• by Fern Siegel , November 29, 2024

The holidays encourage celebrations and DeLeón tequila wants to be part of the mix.

That's the push behind its "Bold Spirits, Rise" campaign, running on the brand's Instagram page, streaming services Paramount and Hulu and in local markets, such as California, Texas, Georgia, Florida and Illinois. OOH plans are being finalized for 2025.

Translation was responsible for the creative, the brand’s first ad in nearly a decade.

"I envisioned a circular flow of movement to symbolize how one bold choice can spark a chain reaction for everyone," said choreography Shay Latukolan, who imbued the spot with collective synergy.

Ari Anderman, DeLeón brand director at Diageo North America, told Agency Daily: "Bold Spirits, Rise taps into the energy and vibrancy that naturally flows when we embrace our individuality and inspire others to do the same. It’s about passing that positive energy along, uplifting others and rising together as a community to achieve amazing things.”

Launched in 2009, DeLeón's tequila portfolio offers Blanco, Reposado and Añejo. All are fully matured, 100% blue Weber agave made in Jalisco, Mexico. The bottle is made from the highest-quality fragrance-grade glass. 

Some 80% of Tequila consumption remains in North America. Last year, the Mexican spirit overtook American whiskey to become the second-most-valuable spirit category in the U.S., reported IWSR Drinks Market Analysis.

Translation counts the NBA, Beats By Dre and State Farm among its client work.