FOCUS

For Don Julio 1942’s first limited-edition collaboration bottle, ICNCLST was brought on as a thought partner to help shape the cultural strategy and go-to-market approach. The objective was to ensure the partnership authentically connected the brand to global music and nightlife communities..

EXECUTION

Working alongside Don Julio, ICNCLST supported the cultural framing and GTM strategy behind the collaboration with global DJ Peggy Gou. Our role focused on helping define how the partnership would show up across key moments — including events and merchandise — to ensure alignment with both brand positioning and audience relevance.

The launch unfolded through the 194 Gou World Tour, with activations in New York, Milan, and Seoul that built anticipation and supported the limited-edition release.

CULTURAL IMPACT

The collaboration solidified Don Julio 1942’s position at the center of nightlife culture, bridging luxury tequila with global music influence. Peggy Gou’s involvement created a cultural moment that resonated across audiences and markets, ensuring the limited launch landed with both authenticity and scale.