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Don Julio Benches Super Bowl Ad for Social Media Play
Tequila Don Julio skips a traditional Super Bowl TV ad to launch a digital-first campaign aimed at celebrating Latino game day culture.
Key Points
- Tequila Don Julio skips a traditional Super Bowl TV ad to launch a digital-first campaign aimed at celebrating Latino game day culture.
- The campaign features a five-part online series with comedian Druski and artist Young Miko, debuting on the brand's social media channels.
- This strategy marks a pivot from costly TV spots to creating shareable content designed to engage Gen Z and Millennial Latino consumers.
Instead of vying for a pricey TV spot during the Super Bowl, Tequila Don Julio is launching a digital-first campaign targeting Latino fans with a five-part online series, as reported by MediaPost. The brand, the NFL's official spirits partner, is rolling out “Ready P’al Show” for Super Bowl LX to celebrate Latino game day traditions.
The new playbook: The series stars comedian Druski and Puerto Rican artist Young Miko, pairing Druski's mainstream appeal with Miko's cultural authenticity. The format follows them through various traditions, from toasts in a sports bar to games of dominoes, with episodes debuting on the brand’s social channels.
From stunts to shares: The timing is strategic, aligning with the cultural spotlight of a halftime show headlined by Bad Bunny. The move marks a pivot from splashy, real-world stunts to creating shareable content designed for the timelines of Gen Z and Millennial Latinos.
The authenticity play: Don Julio's strategy taps into a wider trend of brands recognizing the Latino market's influence. With the NFL running its own “Por La Cultura” initiative, the move is a direct play for cultural relevance with a key demographic.
Don Julio's niche focus comes as some argue the era of universal viral moments is over, with brands finding more success in subcultures. Meanwhile, other Super Bowl advertisers like Bud Light are sticking to the traditional playbook, rolling out star-studded TV spots featuring celebrities like Post Malone and Peyton Manning.
