- Diageo’s tequila brand Don Julio has dropped a national campaign ahead of the World Cup called Made to Be Raised.
- The campaign is centered on a new Tequila Don Julio 1942 FIFA World Cup 2026 Edition bottle design, as well as a film from director Leigh Powis.
- The film follows FIFA World Cup winner Thierry Henry arriving at a post-World Cup party with the enthusiasm of winning. The spot will run during the final tournament of the games.
Diageo is leaning into the FIFA World Cup moment and the celebrations that will ensue with this special edition bottle and film with Thierry Henry.
In the film, Henry holds up the bottle as he makes his way through the crowd and he pauses to kiss the bottle – a nod to the time he kissed the World Cup trophy when France won the title in 1998. His colleagues, fellow FIFA World Cup winners Tobin Heath and Christen Press, are also featured in the film, bringing the team spirit around celebrations to the picture.
The campaign include out-of-home placements in cities where the tournament will take place, as well as digital marketing, social, experiential in select markets and custom integrations with media partners including GQ.
