Don Julio 1942
Australia 129% sales uplift. 500M+ reach. 850+ pieces of coverage all earned through positioning, not spend.
Don Julio 1942
Australia 129% sales uplift. 500M+ reach. 850+ pieces of coverage all earned through positioning, not spend.
The most premium tequila on the shelf needed to feel like a cultural statement, not a price point.
Don Julio 1942 is already the bottle people know. The challenge wasn't awareness, it was making sure 1942 felt worth the price wherever it appeared, and felt like the centre of the room when it did. We built a positioning strategy rooted in a single idea: 1942 belongs wherever taste is being made. Then we brought it to life.
Curated experiences, tastemaker partnerships, editorial placements, and on-premise activations, each one designed to put the bottle at the heart of the most talked-about moments. From The Unofficial Derby Day After Party with Bloc Party, to Patty Mills' birthday, Pip Edwards' Fashion Week debut, and Travis Scott's official Melbourne tour after-party. Every room reinforced the brand's position as the choice of people who know the difference.
129% sales uplift. 500M+ earned reach. 850+ pieces of coverage. None of it paid. All of it built on consistent positioning and the right moments, chosen and executed with intent. A luxury tequila that earns its place, never has to explain it.
The most premium tequila on the shelf needed to feel like a cultural statement, not a price point.
Don Julio 1942 is already the bottle people know. The challenge wasn't awareness, it was making sure 1942 felt worth the price wherever it appeared, and felt like the centre of the room when it did. We built a positioning strategy rooted in a single idea: 1942 belongs wherever taste is being made. Then we brought it to life.
Curated experiences, tastemaker partnerships, editorial placements, and on-premise activations, each one designed to put the bottle at the heart of the most talked-about moments. From The Unofficial Derby Day After Party with Bloc Party, to Patty Mills' birthday, Pip Edwards' Fashion Week debut, and Travis Scott's official Melbourne tour after-party. Every room reinforced the brand's position as the choice of people who know the difference.
129% sales uplift. 500M+ earned reach. 850+ pieces of coverage. None of it paid. All of it built on consistent positioning and the right moments, chosen and executed with intent. A luxury tequila that earns its place, never has to explain it.
