Best enjoyed on the rocks.

Agency: NVE Experience Agency

The Task:

Don Julio wanted to create a luxurious retreat for escape and connection through Primavera while ensuring the safety of all attendees. Since this was the most anticipated summer due to loosened Covid restrictions, securing venue locations in three top markets with limited product proved to be a challenge.

Don Julio didn’t want this to be just another event, but a campaign that carries into next spring. Casa Primavera is not only a physical home and embodiment of the spirit, but a brand home that provides an experiential platform for the summer. Now that we’ve lived through doing without, Don Julio wanted to take every moment with friends to the next level.

The experiential launch of the Primavera LTO tequila in Malibu provided a chic escape only Don Julio could provide. The experience was also executed in a smaller and more intimate setting in the Hamptons (brunch at Surf Lodge) and Miami (dinner at Swan). These events in three key markets provided awareness of the product and propelled it as a premium brand while creating a buzz for its bigger launch in Spring of 2022. NVE is currently in the process of creating content for the relaunch next year.

The Results:

350.5M+ earned media impressions via 44 placements

• #1 SOV (Share of Voice) during the week leading up to National Tequila
  Day

• 50 earned editorial placements

• 1.2M+ organic social reach

• 113 social posts generated from Casa Primavera