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With temperatures warming, Tequila Don Julio is looking to compete with rosé and spritzes as the beverage of choice for day drinkers.
In its first permanent portfolio addition in more than 10 years, the brand has unveiled Tequila Don Julio Rosado, a reposado tequila aged in ruby port casks for four months to give it a pink hue. Accompanying the launch is a campaign from agency The Community that kicked off with a 2-minute film from Ukrainian director Tanu Muiño.
Produced by UnderWonder Content, the whimsical video shows a woman in a sequined dress roller-skating around a party, where she pulls a bottle of Rosado from a cloud, plays pool with a tiny disco ball and takes a diamond-crusted puma on a walk through a maze of colorful cacti.
The team relied on a combination of artificial intelligence and traditional craft techniques to create a commercial that would “feel more like a short film and less like an ad,” Muiño explained.
For example, producers used AI program Midjourney to create some of the surreal disco designs, including the round pink pool table. “The client loved it so much they had us ship [the table] to their headquarters,” Muiño recalled.
The commercial was shot in Mexico City (a nod to the brand’s roots), primarily on a stage “as there weren’t any locations with the grand surreal scope we were going for,” she said.
The film is set to a version of Boney M’s disco track “Sunny” from TikTok star Connor Price. The remix will be released as a standalone track later this month.
“The fact that this remix was created specially for Tequila Don Julio Rosado means that every time people listen to it outside the spot, in some way we hope it will remind them of Tequila Don Julio Rosado,” Diageo North America svp of tequila Christina Choi told Adweek. “It’s a great way for us to be present in more places that inspire people to celebrate in the daytime with this delicious new tequila.”
Take some time off
The full film and 15-second cuts are running across social media through Meta and Snap, as well as on digital platforms including Dotdash Meredith and Hulu.
Tequila Don Julio also hosted a pair of experiential activations in Los Angeles and Miami on March 31 that incorporated some of the same elements of the film, with plenty of pink and the chance to pose with a bejeweled puma.
The events are part of a larger “Party Time Off” effort encouraging consumers to use their vacation time this spring. The brand enlisted actors, models and influencers including Lukas Gage, Lisa Rinna and Remi Bader to create custom content based on the theme.