“An authentic experience that brings Don Julio to life through heritage, passion and above all the perfect serve.”
For Diageo, their handcrafted luxury tequila brand Don Julio is a global winner, but until 2017 had not been promoted direct to consumers via activations in Europe. After successes across North America with roadshow format, Diageo wanted to replicate the model and find a safe pair of hands for all logistics and delivery.
First step? Finding a Chevrolet truck from the 1940’s to play the iconic Don Julio truck. We restored, painted and styled it. Then we made sure it was equipped with the authentic bar, barrels, built-in lighting and promotional collateral. We then mapped out a route for the truck – starting in London, then onto Rome, Ibiza and Athens, and ending back in London.
Authentically Don Julio.
The activation kicked off with a bang, delighting crowds at London Food Month before hosting back to back events across some of the White Isle’s sophisticated and hottest summer spots, thrilling guests and client alike.
Thousands of cocktails were served, wowing a new audience and boosting Don Julio’s reputation, profile and reach. As they say in the home of tequila.