THE BRIEF

Educate consumers on what Tequila is and how it is to be consumed

THE SOLUTION

When DON JULIO was launching in the Kenyan market at a superior pricepoint, we saw it as an opportunity to separate it from the rest of the Tequilasin the market. Positioning it as a proper tequila meant to be consumed theproper way, we positioned Don Julio as the Don amongst the Tequilas. We made itclear that this was a well craft beverage meant to be savoured and not to be rushed.