NEW YORK, April 13, 2015 /PRNewswire/ — On April 13th, 2015, DELEON® Tequila launches its first, high-impact full-scale media campaign consisting of content designed under the creative direction of the brand’s co-owner Sean “Diddy” Combs. The campaign encapsulates the forward-thinking vision of Combs, whose proven track record of successfully marketing to Millennials helped shape the strategy for the DeLeon brand’s latest foray into media.
DELEON TEQUILA THE NEXT LEVEL campaign, created by the Blue Flame Agency, consists of a series of six 15-second vignettes of intriguing content which showcase glimpses into the alluring world of DELEON® Tequila. These bite-sized shorts were designed to appeal specifically to the media-savvy, fast-paced millennial generation’s consumption habits, enticing them with a quick, sharable, multi-sensory experience.
“We know that today’s consumers – even those shopping luxury brands – want quick, enticing content,” said Combs. “They’re busy, focusing on multiple screens at once, and have a short attention span. You have to capture them with the first beat. These spots are designed to do that, to stop them in their tracks.”
Each of the spots boldly feature the stunning bespoke-style bottle as an unapologetic icon of luxury and are set to haunting, soulful music by either legendary blues artist Muddy Waters or up-and-comer Naomi Scott. As with any Sean Combs’ project, music had to play a major part, and for the new DELEON® Tequila campaign the soundtrack drove the look and feel, serving as the perfect complement to the arresting bottle imagery.
“The music had to draw the consumer in,” says Combs of the inspiration behind the chosen songs. “Muddy Waters perfectly embodies the spirit of the campaign – soulful, powerful, arresting. He’s not only the leading influence on so many other artists, his sound defined the roots of American music, and it has so much depth, like the DeLeon brand. That sound paired with the bottle… I’m a big believer in that’s the best 15 seconds DeLeon could have on TV.”
The brand brings DELEON TEQUILA THE NEXT LEVEL to life on April 13th through a fully integrated campaign across media including digital, broadcast, and social. For digital, edgy yet luxury online outlets such as MadeMan.com, Playboy, and Complex mirror the feel and target audience of the campaign and will be optimized for maximum sharability of the content. Television ads will run during the final season of AMC’s hit show “Mad Men,” and select programming on the Discovery, History Channel, and Esquire networks.
For a taste of DELEON® Tequila’s new campaign, visit www.DeLeonTequila.com and be sure to join DeLeon on Facebook (www.facebook.com/DeLeonTequila), Twitter (www.twitter.com/deleontequila) and Instagram (www.instagram.com/deleontequila). And as always, Sean Combs and the makers of DELEON® Tequila remind you to please drink responsibly, plan ahead, and always designate a driver.
DELEON® Tequila was initially created in the Guanajuato region, home to the town of Leon and the town of Purisima del Rincon. The DeLeon brand launched in 2009 to an elite following in Hollywood and the U.S. music industry. Purchased in 2014 by a joint venture between business mogul and international icon Sean Combs and the world’s largest spirits company Diageo North America, Inc. DELEON® Tequila defies conventions to establish a new standard of luxury in tequila. The DeLeon portfolio boasts six provocative ultra-premium and luxury expressions made from the finest, hand-selected 100% Blue Weber agave sourced from the highlands of Jalisco. By instilling an innovative blend of traditional yet unique tequila making processes, DELEON® Tequila curates exquisite smoothness and abundant character. For more, information visit: www.deleontequila.com.
About Diageo North America, Inc.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor whisky, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
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Combs Wine & Spirits
Combs Wine & Spirits is a privately owned, premium spirits and wine business created by Sean “Diddy” Combs in 2013. Combs Wine & Spirits is focused on delivering high impact growth driven product development strategies that promote a healthy business structure while highlighting social responsibility. The company, which is based in New York, co-owns DELEON® Tequila and is responsible for all strategic marketing for Cîroc Ultra Premium Vodka, both in partnership with Diageo.
About Blue Flame Agency
BLUE FLAME is a full-service marketing and advertising agency that creates strategic cross-cultural branding initiatives to interpret and capitalize on the ever-changing landscape of New America. Founded by Sean “Diddy” Combs, Blue Flame leads the industry by ushering in cutting edge brand integration techniques across all markets—Digital, Print, Out Of Home, Experiential, Audio, and Television – using distinctive campaigns maximize our clients’ reach and tap undiscovered business opportunities.