Diageo has unveiled a campaign in the global travel retail channel for the Don Julio and Casamigos tequila brands in time for this summer’s FIFA World Cup.
Activations will run in 34 airports across the Americas, including in all of the tournament’s host cities. Among the assets will be a branded ‘foosball’ table & cocktail bar at JFK Airport in New York, along with bottle personalisation services & a football simulator in Mexico City Airport.
Diageo has also launched a limited-edition Don Julio bottle modelled on the World Cup trophy, which is available from this week in “major airports” in Canada, Mexico and the US – the tournament’s host countries – in ‘miniature’ 5cl and 75cl bottles. In the US, the SRP for a 75cl bottle is $225.
The brand owner, which is the ‘official spirits supporter’ of this year’s World Cup, has already released premix extensions for Casamigos ahead of next month’s kick-off. The two margaritas, Classic Lime and Spicy, will “transition to a permanent offering” on 1 August.
