Don Julio, when the protagonist of the campaign is color

The tequila brand Don Julio has launched its product “Roseado” by relying on the music video director of Harry Styles and Cardi B. The result is a commercial that is out of line and, above all, very pink

Don Julio is a Mexican tequila brand, well known by alcohol lovers, thanks to its quality. Despite offering a very specific product, it manages to reach different targets through specific bottles for every occasion

. For the launch of their new product “Tequila Don Julio Roseado” involved the Ukrainian music video director Tanja Muïn’o in a lavish campaign that invites its consumers to have fun and celebrate.

A pink bottle for daytime parties

Don Julio Roseado is launched on the market as the most bottle youthful and fresh of the Mexican brand. The product design is simple with the particularity of being rose. Precisely this feature is the real central pivot of the launch campaign curated by theThe Community agency

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The world of alcohol is often linked to nightlife but this is not the case. In fact, Don Julio’s new tequila wants to be the bottle for daytime parties. An idea that undoubtedly comes from its pink color that goes perfectly with the tones of the sunset. Furthermore, Christina Choi, the Senior Vice President of the tequila division of Diageo (holding company that owns the brand) says: “We have noticed an increase in alcohol consumption at times outside the nightlife. At that point we created an option for adults to drink during these festive occasions”.

The fulcrum of the campaign is the video curated by the Ukrainian director Tanja Muïn’o, a great creator of music clips who has been given full freedom of action. Music and pink are the two undisputed protagonists of a commercial that catapults us into a dream world in which a sumptuous party at sunset. Tequila Roseado is obviously at the center of the festivities: it all begins when the protagonist presses a button that will open the bar. From this moment on we enter the surreal world following the girl, who will wander around the party moving on rollerblades.

What is highlighted is theluxury aspect of the brandthe party to which we are invited as spectators has every appearance of being a super exclusive event with high caliber guests and a spectacular location. The brand represents a real lifestyle of nightlife but with the introduction of this new variant, it also wants to offer the possibility of migrating in daytime situations always as a protagonist.

Tanja Muïn’o, from music videos to advertising ones

The Notes of the song “Sunny” they perfectly accompany the vibes of the spot. However, it is a song from the 70s, already heard and resented, even in advertising. Rapper Connor Price takes care of rejuvenating the timeless song, with a specially produced remix of the piece. Enter with a straight leg in the last 30 seconds moving the party and confirming the youth target whom the campaign is aimed at.

The choice to give such an important role to music is accompanied by that of turning to Tanja Muïn’o who has made music videos for the likes of Harry Styles (As It Was), Lil Nas X (Montero), Cardi B (Up ) and Yungblud (Cotton Candy), winning everything that could be won in his field. Relying on the best also means giving them the opportunity to act, giving it great decision-making power.

There protagonist of the commercial, Ganna Bogdam, is a Ukrainian friend of the director who discovered her by enhancing her potential. The actress and model was faced with the difficulty of acting on rollerblades. “We searched during the casting process for pro roller skaters but none had a charisma like Ganna’s. She was the only one,” says Muïn’o.

Going to see the past works of the Ukrainian director we note how fundamental his contribution was in the construction of the dream world. In “As It Was” we find many common elements with the spot for Don Julio, and especially in “Cotton Candy” clearly the character of YoungBlud (punk rock artist) requires something out of line to extreme levels.

The party continues outside the spot

The “Roseado” launch campaign does not stop at the spot, but becomes a real experience for the lucky residents of Los Angeles and Miami. In fact, the party comes out of the video arriving in Americawhere, on March 31st, themed parties were held for a rather exclusive community.

We also note the attempt to launch the term PTO (party time off) into the collective imagination of which pink tequila wants to become a symbol. Parties to get away from the day in progress, dedicated to entertainment and music. To encourage the start of the PTOs the brand decides to offer the bottle at a discounted pricefor a limited time.

The invitation will be extended via social media where ad hoc contents will be created based on the pink world that accompanies all the communication of the new product.

See you soon!