Don Julio’s social presence had become a bit... watered down. With dozens of scattered handles and no clear identity, it had lost the rich Mexicanidad that made the brand so iconic. So, we brought the spirit back—literally. Using Día de Muertos as our stage, we "killed" all social handles and posts, leaving only @DonJulioTequila and a mysterious calavera graphic.

 

As the celebration approached, we rolled out a series led by Mexican influencers, sharing the real meaning of Día de Muertos and the vibrant culture behind it. The campaign wrapped with global Día de Muertos events that didn’t just celebrate tequila—they honored Mexicanidad in all its beauty and authenticity.