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Case Studies

Hispanic Strategies & Solutions Case Study

Keeping Tequila Don Julio Relevant With U.S. Hispanic Media

Objective

Engage U.S. Hispanic consumers and elevate Tequila Don Julio’s perception among Mexican Americans by showcasing the contemporary side of the brand.

Approach

  • Hunter PR’s Hispanic Strategies and Solution’s Department identified and aligned Tequila Don Julio with specific cultural moments and press-friendly holidays that resonated with the Hispanic target consumer to keep the brand relevant and featured in trusted media outlets year-round.
  • The nation’s best Latino mixologists were enlisted to create cocktail recipes with Latin flavors and reinvent classic tequila cocktails with a Don Julio twist. These assets were creatively packaged along with custom-branded Mexican Loteria game cards and information about the brand and its Master Distiller, Enrique de Colsa.
  • During the summer, Hunter PR engaged Mexican Chef Javier Plascencia to host an event for NYC media where he showcased authentic grilling techniques and designed the “Best of Barbacoa” menu that included grilled dishes to pair with summer Don Julio cocktails.
  • Additionally, Hunter PR pitched bilingual Tequila Don Julio Ambassadors to secure broadcast coverage in strategic local markets that reinforced brand messaging during key tequila selling windows and further cemented Tequila Don Julio as THE choice for ultra-premium tequila while celebrating these holidays.

Results

  • To date, the Tequila Don Julio’s first-ever U.S. Hispanic PR campaign has generated more than 74 MM impressions and almost 50 media placements, exceeding the impressions goal by 25%. Key media coverage includes a full-page interview in La Raza with Master Distiller Enrique de Colsa appearing both in print and online and placements in Hoy Chicago, NBCLatino.com, Univision.com, and Fox News Latino, amongst others.

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Tequila Don Julio

Chef Javier Plascencia demonstrates summer grilling techniques, showcasing the "Best of Barbacoa" for New York Hispanic media who enjoyed these summer dishes with Tequila Don Julio cocktails--the perfect summer spirit.