DON JULIO 70 by Landor New York for Don Julio

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DON JULIO 70

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Industry Tequila
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Richard Brandt
Released June 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Product/Service: DON JULIO
Agency: LANDOR ASSOCIATES
Executive Creative Director: Richard Brandt (Landor Associates)
Senior Designer: JB Hartford (Landor Associates)
Client Director: Patricia Verdolino (Landor Associates)
Senior Production Manager: Peter Campofiori (Landor Associates)
Media placement: Bottle & Gift Box - Bars & Liquor Stores - June 2011- Ongoing

Describe the brief from the client
• Create a luxury, limited edition package design that celebrates the 70th Anniversary of Don Julio Tequila. The first ever aged silver tequila–the smoothness of Blanco tequila with the rich character of añejo. An opportunity to drive brand image, visibility, and public relations.
• Don Julio stands for challenging convention. In a world where status and luxury are being re-defined, consumers want to showcase that they are making choices beyond what’s expected. (Patron)
• Suggested retail price point - $80.

Describe the challenges and key objectives
• Don Julio Limited Editions becomes a recruitment vehicle for the brand, driving word of mouth, PR and ‘shop window’ visibility
• Leverage limited editions to tell the story of how the Don Julio brand has, and continues to, challenge convention
• Leverage the trend in silver tequila to ensure the product is considered ‘hot’ by the trade

Describe how you arrived at the final design
• Platinum is the symbol of 70th anniversary.
• Embossed stamp reinforces the ‘seal of craftsmanship’
• The label-less face panel lets the purity of the liquid prevail
• Luxurious bottle topped off with a branded smooth leather ribbon

Give some indication of how successful the outcome was in the market
Don Julio 70th anniversary pack has been so well received- the client is considering making it a permanent addition to the Don Julio portfolio.