Client: Tequila Don Julio 1942 (Diageo)
To reassert itself as a global symbol of creativity, cultural influence, and contemporary luxury, Tequila Don Julio 1942 looked to its heritage in nightclub culture where bottles can become symbols of celebration. Transforming an iconic bottle into the message itself, Don Julio 1942 launched its first global brand collaboration with world-renowned DJ, producer, and culture powerhouse Peggy Gou, creating Tequila Don Julio 194구 (“구” pronounced “Gou”) — an iconic special-edition collectors’ bottle co-designed with Gou, celebrating the brand’s deep roots in nightlife. Teased like a fashion drop and amplified through breadcrumbs, paparazzi-style photos, an Instagram broadcast channel, a launch film, and activations across the globe, 194구 transcended cultures and borders. The campaign drove +14% global retail sales year-over-year during the campaign period, 3.2B earned media impressions, and reached more than 560M people.
