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Don Julio
Challenge
To strengthen brand affinity and transform consumers into advocates, Don Julio sought to reinforce its image as a luxury lifestyle brand resonating with influencers across diverse interests and backgrounds. The objective was to convey Don Julio’s brand personality—masculine, charismatic, passionate, and innovative—through an engaging, memorable experience.
Solution
TCG developed a unique event platform inspired by the Don Julio Collection of Tequilas and the art of collecting. The event invited Hispanic and multicultural influencers, artists, and collectors to showcase their creativity and passion. In collaboration with our project curator, Sam Kirk, known Chicago artists designed custom, hand-painted miniature replicas of the iconic truck used on Don Julio’s hacienda to gather agave. Each artist’s design reflected both their individual cultural vision and the essence of the Don Julio brand. The event featured over 20 hand-painted truck replicas, displayed in a vibrant exhibit that celebrated artistry and the spirit of the brand. Key account partners and top market mixologists were engaged, offering custom cocktails to enrich the experience and drive brand engagement.
Results:
The event remains one of Don Julio’s most memorable and talked-about initiatives. Beyond positive media coverage and sales growth, the platform sparked a lasting surge in brand affinity within the artist community, creating a lasting impression that underscored Don Julio’s authenticity. Today, these hand-painted trucks are displayed in key accounts across the country, serving as a tribute to Don Julio’s cultural reach and enduring influence.
