Tequila Don Julio highlights the traditions and
festivities around how Latino communities commemorate the Big Game in its new online campaign for Super Bowl LX.
The brand, which has been the official spirits partner of the NFL since 2021,
this week launched “Ready P’al Show,” a five-episode online series that “explores the rituals, humor and shared energy that define Latino game day culture.” The
series stars comedian and Tik Tok star Druski and Puerto Rican LGBTQ+ artist and rapper Young Miko, who’s known for her Latin urban sound.
The first episode, seen here, takes place in a lively Latino sports bar where Young Miko orders their drinks in Spanish and teaches Druski a traditional toast. A second
episode features Druski playing a friendly game of dominos with several older Latino men, who take him under their wing when they realize he doesn’t speak fluent Spanish or really know how to
play the game.
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The series, created with Anomaly, will continues to roll out via Tequila Don Julio’s social platforms in the days leading up to Super Bowl Sunday.
Tequila Don
Julio’s Vice President of Marketing Julian Garcia talked to Marketing Daily about the campaign.
Marketing Daily: Why base the series around Super Bowl LX?
Julian
Garcia: This year, we’re … leaning more intentionally into our Mexican roots and the broader Latino culture that shapes the energy of the game. [It’s] our honor and
responsibility as the only official spirits sponsor of the NFL that uses Spanish as its first language. From San Francisco and beyond, we’re inviting fans to join us in honoring the traditions,
flavors and community spirit that make Super Bowl celebrations so meaningful.
Marketing Daily: What was the inspiration behind the show?
Garcia: With Latino influence
entering mainstream culture more than ever, and with this year’s halftime show [with Bad Bunny] bringing that influence even further into the spotlight, Tequila Don Julio saw an authentic
opportunity to join the moment in a meaningful way.
As a proudly Mexican brand, we wanted to build on the excitement by centering how Latino communities actually get ready for game day, from
the music to the toasts to the moments shared with family and friends.
This wasn’t about tapping into a “trend.” It was about reflecting culture as it truly exists, and
creating something entertaining, rooted and made for community.
Marketing Daily: Why did you choose Druski and Young Miko for the series?
Garcia: The pairing of Druski
and Young Miko was very intentional and central to our strategy. Druski acts as a bridge to mainstream audiences, using his humor and wide cultural reach to experience Latino game-day traditions.
Young Miko, meanwhile, brings deep cultural authenticity and energy.
Plus, her Puerto Rican roots and connection to this year’s Super Bowl halftime performer make her a particularly
relevant and natural partner for this moment. Together, they create a dynamic that feels real, funny and culturally grounded.
Marketing Daily: Why did you choose to go with
an online-only campaign for Super Bowl LX?
Garcia: We tailor our approach each year to show up in the most meaningful way for consumers. This year, with the global online attention
building around the halftime show and growing buzz around the performer, it made sense to bring “Ready P’al Show” to life on social, meeting fans where the conversation was already
happening and building momentum leading into the Big Game.
We also leaned into what works best with our partners, Druski, for example, is a master of viral, shareable social content. Young
Miko, equally culturally relevant, brings her global fandom and dynamic energy, helping the series connect with fans everywhere.
We haven’t moved away from our live, in-person
experiences. … We’ll host celebrations across the city to continue helping fans in San Francisco get “Ready P’al Show.”
