For Don Julio 1942, we developed a Bronze Tier on-trade activation that translated the spirit of Día de Muertos into a refined, space-conscious bar experience. Anchored by a sculptural bartop ofrenda, the concept balanced cultural authenticity with premium brand presence—layering key elements like papel picados, warm candlelight, marigold textures, and a central hero portrait to create a moment that felt both respectful and visually striking.
The display was designed to integrate seamlessly into busy bar environments, spotlighting Don Julio 1942 alongside the core range in a harmonious, elevated arrangement. By adapting traditional iconography for the Asian market with sensitivity and restraint, the activation celebrated heritage in a way that felt modern, immersive, and emotionally resonant, reinforcing Don Julio as the tequila for life’s most meaningful moments.
