The World Cup begins June 11 — and Tequila Don Julio is
ready.
The brand designed a new gold Don Julio 1942 FIFA World Cup edition bottle and began rolling out the "Made To Be Raised" marketing campaign.
A 30-second spot just launched across the U.S. It will be augmented by OOH ads in cities where the tournament is played. Strategic digital
buys, custom integrations with media partners such as GQ, and a presence across live TV and streaming are part of the media mix.
The ad follows World Cup
winner Thierry Henry as he arrives at a post-Cup celebration. The work is a homage to his 1998 World Cup victory with France. Fellow champions Tobin Heath (USA, 2015 & 2019) and
Christen Press (USA, 2015 & 2019) also appear.
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Anomaly is responsible for the creative. Leigh Powis directed the spot, which focuses on raising a trophy. Powis is known for his sports
films, in addition to commercial work for Hoka, Gatorade and Puma.
Julian Garcia, vice president of Tequila Don Julio at Diageo North America, said: "In creating 'Made to Be
Raised' and this beautiful, limited-edition bottle design, we set out to give fans a trophy of their own. One worthy of being raised in celebration of the iconic, once-in-a-lifetime moments that
define the FIFA World Cup."
Tequila Don Julio is owned by Diageo. Aged for at least two years in American white oak barrels, it sports notes of warm oak, vanilla and roasted
agave.
U.S. cities where the World Cup plays are: Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Seattle, Miami, New York/NJ, Seattle and San Francisco Bay Area.