FOCUS

To mark Don Julio 1942’s first-ever collaborative limited edition, ICNCLST was tasked with identifying the right cultural partner to authentically amplify the brand’s connection to music and nightlife.

EXECUTION

We secured global DJ and icon Peggy Gou as the creative collaborator, developing the full go-to-market strategy. The partnership came to life through the 194 Gou World Tour — a series of high-impact activations in New York, Milan, and Seoul that built anticipation and global momentum around the product drop.

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 LTO launch landed with both authenticity and scale.