| High-end tequila brand Don Julio has released a new video ad that positions its Rosado luxury tequila as a day-drinking favorite. The company is looking to send the message that its latest tequila can be enjoyed at daytime celebrations and occasions. - Rosado is Don Julio's first addition to its permanent product portfolio in more than 10 years.
- The
new tequila earns its name from its delicate pink hues and is finished
in Ruby Port wine casks from the Douro wine region of Northern Portugal.
The company says its taste is similar to dried red fruit and caramel with a light, sweet and smooth finish.
- The two-minute video ad was created by The Community,
a Miami-based creative agency, and features a woman in a sequined dress
roller skating at a posh pink day party while a remix of Boney M's
"Sunny" plays in the background, showing happy partygoers drinking
various cocktails made with Don Julio Rosado.
- Christina
Choi, senior vice president of tequila for Diageo North America,
highlighted that the company "really wanted to make people feel
something," aiming to "create desire through a feeling."
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