Mixing Beats & Bottles: Don Julio 194구 GTR Launch
Our task was to launch Don Julio’s first-ever global tequila collaboration with world-renowned DJ, producer and culture powerhouse Peggy Gou, throughout Global Travel retail.
Working across Diageo functions and global brand teams, we were challenged to bring this luxury collector's item to ever discerning travelling consumers across multiple regions and airport locations.
Activation
Concept design
Installation
Retail toolkit
Strategy
Technical design
Production
Our retail concept took inspiration from the striking Tequila Don Julio 194구 (pronounced 194Gou) limited edition bottle, effortlessly fusing the brand’s heritage with Peggy’s signature aesthetic.
Entirely designed by Gou, the bottle embodies her signature aesthetic - a blend of high-end fashion and bleeding-edge street style - while pushing the boundaries of artistry and craftsmanship.
Working across all consumer touch points including gifting, materials, and digital engagement, we took the beautiful concept through to delivery. Engaging audiences across a calendar of brand activations, the partnership played a key role in promoting the stunning 1942 liquid.
The results speak for themselves with limited stock selling out in record time. Equally, the brand saw excellent awareness and incredible social reach, with the partnership becoming a key cultural moment in the continued growth of Diageo's tequila portfolio.
