• by Danielle Oster , September 25, 2023

To introduce its new visual identity, Diageo’s Tequila Don Julio is rolling out its largest global campaign in the brand’s history.

The campaign kicked off with a cinematic, fast-paced anthem spot entitled “A Love Letter to Mexico.” Shot entirely across various locations in Mexico, the 60-second ad was created as a celebration of the country, its culture and its people, according to a brand statement.

The campaign is initially running in markets including the U.S. Canada and Mexico, and will be supported by a comprehensive global marketing effort across channels including OOH, paid media, social, digital, PR, and event marketing.

To bring the message and new visual identity to life, the brand collaborated with creative agency Anomaly, as well as a series of Mexican artists and creators. JC Molina -- the production designer behind Beyonce’s “Lemonade” -- makes his directorial debut with “Por Amor,” working in collaboration with co-director Leanne Amann.

““As a Mexican American artist I have always felt inspired by my culture,” Molina said in a statement. “To be asked to film a love letter to mi Mexico, as my directorial debut, has been an honor and a great privilege.”

Other artists with whom the brand collaborated include Mexico City-based cinematographer Flavia Martinez, stylist Nayeli De Alba, and Mexican-American photographer Thalia Gochez, whose work capturing the culture of modern Mexico is at the heart of the brand’s OOH campaign. Music for the anthem ad was remixed by Lao of Mexico City record label NAAFI & The Elements.

“We’ve been a leader in defining luxury tequila and its culture. As we continue to share our love for tequila making with the world, we are once again defining what it means to be at the forefront of the category by partnering with Mexican creatives who demonstrate the same unparalleled drive to live Por Amor,” Diageo North America Senior Vice President of Tequila Christina Choi said in a statement.

Don Julio was a highlight in Diageo’s earnings report of preliminary results for the fiscal year, reporting 20% global growth for the brand. The company is the global tequila leader by retail sales, according to Diageo CEO Debra Crew, speaking during the investor relations call accompanying the report.