We were challenged with the task of creating a range of luxurious selling tools which would raise the bar for DeLeón and make it synonymous with quality in a sector awash with tequilas. We designed a campaign which was as daring as the bottle itself and featured the bold ‘D’ tattoo across the broad spread of work.

This brand attitude positioned DeLeón as being more than a drink, and made it a ritual. Teresa Greenless, Senior Brand Manager for DeLeón at Diageo, said: “DeLeón creates a huge opportunity for Diageo by setting a new standard for luxury in tequila and changing the way consumers engage with the category.”

threethinking on this exciting project included on and off trade experiential, bar serve kit and retail BTL.