Diageo Celebrates Tequila Don Julio Rosado Launch with Modern Daytime Disco

Earlier this month, Tequila Don Julio, the leader in the luxury tequila category, expanded its portfolio with the introduction of Tequila Don Julio Rosado. Today, they’re releasing a two-minute film to celebrate the launch. 

The campaign, Introducing Don Julio Rosado, which was created together with the community, brings you into the fantastical Rosado world, where the best celebrations happen during the day.

Directed by celebrated Ukrainian Filmmaker Tanu Muiño, the spots were filmed in Mexico and are meant to transport you to a fantastical place where Modern disco meets Mexican luxury. Giving a nod to the brand's heritage while honouring the new tequila. The spots are all about bringing the night to the day, where the feelings you get from the most extravagant night out are brought to life in the daytime.

Filmmaker Tanu Muiño said, "I was thrilled to partner with Tequila Don Julio on this ambitious new campaign. They gave me such artistic freedom, allowing me to draw inspiration from architecture, bold artists that have influenced me along my creative journey and so much more. The world that we created for the new Tequila Don Julio Rosado is striking and colourful. It was a great experience being able to push boundaries and make something so original together."

The film also includes a classic disco tune with a modern twist to help tell the story. 'Sunny' by Boney M track is played throughout, but with a special guest featured part way through - TikTok star Connor Price. Connor is featured on the updated track, which was created just for this campaign. Sony Music will officially release the track on all streaming platforms in April, so keep an eye for it.

Christina Choi, senior vice president of Tequila, DIAGEO North America, added "At Tequila Don Julio we strive to evolve our flavour profiles and offerings to delight the ever-expanding palettes of discerning tequila drinkers," says Christina Choi. "We are thrilled to continue the brand's legacy of exceptional innovation and luxury tequila leadership with the release of Tequila Don Julio Rosado. Most people enjoy luxury tequila in the evening – with Rosado, we are enticing people to call up their friends to enjoy a luxury tequila drinking experience during the day time with a delicious Rosado cocktail and a fabulous elevated vibe."

The creative will be featured across social, out-of-home, and digital media.