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DIAGEO
Diageo: Don Julio 1942 Mexico to Mykonos

Challenge:

Don Julio 1942 is one of the most sought after tequilas, famous for its taste and premium quality. In order to further promote the brand, Diageo, leading premium spirits company, had various targets they wanted to hit. This included, education for industry professionals, communication of premium craftsmanship to the press, and to create a buzz around the product in Mykonos, the key market in Greece for Don Julio products.

 

Our Approach:

Mexico to Mykonos was theme and key message for this event. These two cultures when fused together can be expressed through color, flavor and music.

Color

A live painting activation was held, where 4 painters created a work inspired by Mexican artist, Eduardo Terrazas.

Flavor

With a back drop of the live painting show, Don Julio’s Master Distiller, Enrique De Colsa, presented the tasting characteristics of Don Julio’s family of products. The event was complemented by a tequila food pairing with flavors from Mexico.

Music

At the evening event, at MONI in Mykonos Town, the finished painting was revealed by the artists and served as a backdrop for a dance performance. Three dancers in full body paint “came to life” as they immersed themselves within the audience, serving frozen shots of Don Julio.

 

Result:

There was a positive feedback from media and stakeholders. Over 100 guests attended including media, influencers, selected customers, and stakeholders.

  • 42 Publications in print and online media 100% positive tone of voice throughout the publicity
  • PR Value of 201k €
  • 7M Total Reach
  • 70% increase in product sales in Mykonos since last season