Don Julio Tequila is developing an app for the Apple Vision Pro, launching this spring, which will virtually transport consumers to Mexico to experience the brand’s four-part tequila-making process.

Just a small portion of the public has the $3,500-device on hand, of course. But leading with high-tech consumer experiences was the key driver here, according to DIAGEO, and some content will be distributed through other channels to build awareness.

The goal is to create “a destination where the brand is a portal for transporting people to modern Mexico, and whilst we are doing it, helping people experience what it means to make tequila and all the magic that's involved in it,” said Sophie Kelly, SVP of Global Tequila and Mezcal Categories at DIAGEO. “And before long, they'll get more and more scale. So why not get in there in the beginning—start, learn, experiment and understand what a great experience is—before everybody else is in there doing it?”

We spoke with Kelly about the creative development process, content distribution, brand awareness strategies, DIAGEO’s “Breakthrough Innovation team” and other tech-enabled products in development.

Meanwhile, marketing leaders across industries are finding ways to implement AI into their businesses to make their work more efficient. But while some AI tools available to them, like OpenAI’s ChatGPT, are incredibly flexible, they still have limitations. A new technology has been introduced that takes that flexibility a step further: custom GPTs. Here’s how marketing leaders can reap the benefits.

The need for marketers to translate the language of the innovators to the masses is as old as time. But as the language of marketing evolves, it, too, needs to be more easily understood by innovators—along with everyone else in the organization, our columnist writes. Getting on the same page can begin by sitting down with the other stakeholders and answering several basic questions.

Lastly, explore six solid brand activations that popped up at the SXSW Conference and Festival in Austin this year, from Audible’s sound experience to Sharpie’s Creative Academy to Tide’s eco-friendly product invention.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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