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In 2023, Tequila Don Julio, the leader in the luxury tequila category, expanded its portfolio with the introduction of Tequila Don Julio Rosado. They released a 2-minute film crafted by the community and Ukrainian director Tanu Muiño to celebrate the launch. The campaign brings you into the fantastical Rosado world, where the best celebrations happen during the day.
The new tequila is aged at least four months in Ruby Port wine casks which gives it a sweeter, smoother taste and a pink hue. Because of that, the communication needed to feel different than other Don Julio tequilas, and overall different than any alcohol advertising.
The spots were filmed in Mexico and are meant to transport you to a magical place where Modern disco meets Mexican luxury, giving a nod to the brand's heritage while honoring the new tequila. The spots are all about bringing the night to the day, where the feelings you get from the most extravagant night out are brought to life in the daytime.
Filmmaker Tanu Muiño said, "I was thrilled to partner with Tequila Don Julio on this ambitious new campaign. They gave me such artistic freedom, allowing me to draw inspiration from architecture, bold artists that have influenced me along my creative journey and so much more. The world that we created for the new Tequila Don Julio Rosado is striking and colorful. It was a great experience being able to push boundaries and make something so original together."
"Why do you have to wait for the night to have a luxury tequila experience? How do we inspire people to not wait for the night?" — Christia Choi Senior VP of Tequila, Diageo North America
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