Diddy takes DeLeón Tequila to The Next LevelBy Melita Kiely
Diageo and Sean “Diddy” Combs have launched the first full-scale digital campaign for DeLeón Tequila aimed at millennial consumers with a “short attention span”.
Titled, The Next Level, the campaign will comprise six 15-second vignettes giving viewers insight into the Tequila brand, each designed specifically for “media-savvy, fast-paced” millennials.
The brainchild of Sean Combs’ Blue Flame Agency, The Next Level campaign was unveiled on 13 April and will feature across digital, broadcast and social media platforms featuring on luxury online sites including MadeMan.com, Playboy and Complex.
In addition, the spots will also be broadcast on TV during the final season of the series Mad Men and select programmes on the Discovery, History Channel and Esquire networks.
“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.”
Alongside the DeLeón Tequila bottle, music also plays an important part in the clips, which all include songs by blues artist Muddy Waters and up-and-coming musician Naomi Scott.
“The music had to draw the consumer in,” said Combs. “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 DeLeón.
“That sound paired with the bottle, I’m a big believer in that’s the best 15 seconds DeLeón could have on TV.”