The Diageo distiller devised a vivid, pink-hued environment to present its new Rosado expression as the daytime equivalent of its well-known 1942 beverage.
Two-minute Hero Film
Tequila Don Julio Rosado is a pink-hued reposado tequila that has matured in port wine barrels and is meant to be consumed outside. To motivate tequila drinkers, the campaign includes a two-minute hero film and materials for digital media.
Don Julio updated the original song for the target population with “Sunny” by Boney M and cast a varied group of partygoers to represent a range of races, ages, and gender expressions. The advertisement also conveys a fact about the company and the Rosado product.