Diageo has released details of a global marketing push for tequila mark Don Julio ahead of the Mexican Día de los Muertos (Day of the Dead) festival next month.
The London-headquartered company has partnered with Mexican designer Patricio Campillo to release a limited-edition Don Julio 70 Añejo Cristalino Artist Edition Bottle (below). The pack features cempasúchil (marigold) flowers, which feature prominently in Día de los Muertos festivities, and will be available in Costa Rica, the Dominican Republic, Guatemala and the US.
Limited-edition gift boxes for Don Julio’s Blanco, Reposado and Ceniza iterations featuring Campillo’s artwork will also go on sale at an unspecified date in Canada, Chile, CostaRica, the Dominican Republic, Greece, Guatemala, India, Japan, Peru, Spain and the UK.
The campaign, titled El Puente Eterno, marks the third global Día de los Muertos push for the tequila mark in as many years. Last year’s Artist Edition bottle featured Mexican-American fashion designer Willy Chavarria’s signature red rose motif alongside Mexican iconography.
Diageo is also planning unspecified consumer “experiences” in countries including Mexico, the US and India. A short El Puente Eterno video advert (below), featuring cempasúchil flowers, has been shared on the brand’s social media channels.
“El Puente Eterno captures what makes Día de Muertos so meaningful: the belief that love and connection can transcend time and bring us closer to those who came before us,” said Diageo’s global category director of vodka & tequila, Stephanie Jacoby. “As a brand proudly born in Mexico, we’re honored to share this tradition with people around the world in a way that remains rooted in the spirit and meaning of the holiday.”
In January, Diageo unveiled a limited-edition Lunar New Year edition of Don Julio’s “ultra-premium” expression, 1942.
