Tequila Don Julio takes over the STRAT for Super Bowl

Super Bowl weekend remains the nation’s largest cultural moment with hundreds of thousands of fans flocking to Vegas for this year’s festivities. As a brand at the forefront of culture, Tequila Don Julio historically has a presence at the Big Game, but amidst the fervor of passionate fans lies a barrage of brands vying for consumers’ attention. To break through the biggest weekend in advertising, Don Julio had to think BIG on how to cement its position as an icon of celebration leveraging the backdrop of Vegas.

The STRAT stands as the tallest freestanding observation tower in the US and is a staple of the Vegas skyline. Within its recognizable silhouette, we noticed a familiarity in its form. Playing on that, we transformed the landmark into a life-sized replica of Don Julio 1942’s iconic bottle shape.

Utilizing proprietary projection technology, the building served as a beacon throughout Super Bowl weekend, reminding everyone to include Don Julio in their game day festivities. And as a celebratory toast, moments after the Chief’s victory, a congratulations message was laser-etched onto the projected bottle.

To further own the moment and spread brand awareness both on and off the strip, Don Julio executed twenty-eight high-impact takeovers at top nightclubs, collaborated with ten celebrity brand partners including longtime brand partner and halftime performer Lil Jon, and launched out-of-home advertising from the airport to the strip, all showcasing Don Julio as the go-to choice for Super Bowl celebrations and beyond.

The first-of-its-kind billboard allowed Don Julio to uniquely leverage their Super Bowl IP rights to drive conversation and sales with a 360-approach involving innovative OOH, paid and earned media, social content, talent partner amplification and commercial takeovers.