The tequila brand Don Julio has unveiled its first new marketing campaign in six years.
Called For Those Who Know, the 360-marketing campaign will “journey across the country to celebrate authentic Mexican eateries that embody the spirit and culture of Mexico,” the company says. With the help of Mexican artist Claudio Limon, five custom murals will be painted to help tell the stories of these Mexican establishments.
The mural series kicked off in Houston (pictured atop) at Gerardo’s Drive In in honor of National Margarita Day (February 22). Run by Luis Lopez and his son Gerardo Lopez, the Gerardo’s opened in 1977. To this day, you can find Luis greeting customers from behind the counter.
Each mural unveiling will be accompanied by a celebration at the eatery for guests to immerse themselves in Mexican culture with authentic cuisine and specialty cocktails. To help tell the story of each establishment through the art of cocktails, Mexico City mixologist Mica Rosseau created custom Tequila Don Julio cocktails exclusive to each location, using only Mexican ingredients, complimenting each eateries signature dishes.
Tequila Don Julio’s series of mural installations will pop up at additional destinations across the country including: Miami, Los Angeles, New York and Chicago.