NVE had to create a 360-degree Cinco de Mayo campaign that embeds Tequila Don Julio’s purpose in everything that they do while supporting local bars and restaurants, and most notably the Mexican workers who are the backbones of this industry.
The Tequila Don Julio Fund committed to $1 million over the next four years to charities whose missions help Mexican communities grow stronger, with the first initiative supporting the bar and restaurant industry. We first launched a landing page on the Don Julio brand website that highlighted the Tequila Don Julio Fund mission statement and ongoing initiatives, including the Cinco de Mayo programming and OLV. We created :15s and :30s films, with versions for Cinco De Mayo (live through 5/5) and evergreen (live 5/6 onward) use, both featuring real restaurant workers and bartenders.
We developed a disruptive mechanic that drove business to local establishments in support of bar and restaurant workers by partnering with Mexican Artist Claudio Limon to design the “Don Julio Cinco” and created an Automatic Tequila Machine (“ATM”) in LA that consumers can redeem for $5 each and spend at their favorite establishments to celebrate Cinco de Mayo. We also released Diageo’s first-ever NFT that was designed by Claudio Limon and was made available at an auction with net proceeds being donated to the Tequila Don Julio Fund.