Diageo Backs DeLeón Tequila With Biggest Ad Effort In A Decade
November 21, 2024DeLeón Tequila is receiving a push from brand owner Diageo this fall, with the company unveiling a new “Bold Spirits, Rise” campaign aimed at younger LDA consumers. “This campaign is a significant investment for DeLeón,” brand director Ari Anderman told SND.
Positioned in the $25-$40 Tequila segment that has been driving category growth recently, DeLeón jumped from 45,000 cases in the U.S. in 2020 to nearly 180,000 cases last year, according to Impact Databank, earning Impact “Hot Prospect” honors in the process. The range includes Blanco ($30 a 750-ml.), Reposado ($35), and Añejo ($40) expressions.
The brand’s new campaign aims to build on those gains, expanding DeLeón’s audience heading into the new year. “The campaign speaks directly to a younger, dynamic demographic of tastemakers and trendsetters across art, music, fashion, and entertainment,” said Anderman. The ads were developed with contributions from creatives including choreographer Shay Latukolan, filmmaker Ben Strebel, and photographer Kanya Iwana.
Created by New York-based creative agency Translation, “Bold Spirits, Rise” features video spots and visuals running across digital, out-of-home, and social media channels. “The campaign taps into the energy and vibrancy that flow naturally when we embrace our individuality and influence others to do the same,” Anderman said. “It’s about passing that positive energy along.”
Anderman expects the push to widen DeLeón’s consumer base as competition in the Tequila market continues to increase. “We believe that the brand will continue to build momentum and attract a larger, more diverse following as the Tequila category continues to evolve,” he said.
DeLeón is only one piece of Diageo’s Tequila portfolio, which also includes 2.45-million-case Casamigos and 2.38-million-case Don Julio, as well as 115,000-case 21 Seeds and 50,000-case Astral. But Anderman sees DeLeón as having a distinct position, with its Reposado and Añejo differentiated via an aging process that blends American and French oak wine casks. “DeLeón is well-placed to play a key role in the growth of the super premium Tequila segment,” he said.—Daniel Marsteller
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