THE Tease
Peggy teased the collab live at EDC Mexico, one of the world’s biggest electronic music festivals, revealing a cryptic “194구” (194GOU) symbol. Then we hit the streets guerrilla-style: bold projections, wild posters, cryptic stickers, celebrities sightings and glitchy old TVs looping the mark like a secret signal.
THE DROP
Peggy announced it on socials. The internet lost it, hitting over 52 million views in just days. In real life, we rolled out OOH in all the right places. Think massive Times Square billboards, custom art walls in global hotspots, and sleek gift boxes with 194구 sent to a tight list of culture shapers.
THE WORLD TOUR
The world forgets product launches. But it remembers epic parties. So Peggy threw one everywhere.
NYC
We kicked off the party tour with the "Gou’s News", a disguised newsstand serving bottles and buzz about a hidden merch-and-cocktails party with Peggy herself at the "Gouvenirs shop".
LONDON
We took over two iconic locations: "Club Tape" and "LN-CC Studio" and turned them into unforgettable VIP experiences.
MILAN
During Design Week, we turned a legendary Milan square into an epic party. "Chiosco Mentana" became "Chiosco Gou": a one-night-only takeover with Palomas, 194구 tequila, and Peggy’s set echoing through the piazza.
HONG KONG
We transformed a famous "Hot Pot" restaurant into an exclusive rooftop party, blending local flavours with Peggy's signature beats.
SEOUL
We wrapped with an after-party takeover at "EDC Korea", where Peggy's electrifying set and the smooth taste of 194구 tequila brought the festival to a thrilling close.
MEXICO CITY
MIAMI
DUBAI & Singapore
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CAMPAIGN | GALE NY
Going on a World Tour With a Global Icon
Don Julio isn’t just tequila, it’s Mexicanidad: a full-bodied devotion to craft, culture, and uncompromising quality. But beyond Mexico, the brand was still seen as niche. It was time to flip the script and give Don Julio the global luxury status it deserves.
So we partnered with Peggy Gou. Music artist, fashion muse, queen of IYKYK culture, and global luxury icon. Together, we created a limited-edition Don Julio 1942 bottle named 194구 (194GOU), inspired by her trip to Mexico City. Then launched with a full-blown world tour, led by Peggy herself.