Context
Embedded Files
Market
Romania’s luxury tequila market is growing by over 25% annually (source: NielsenIQ, 2024), driven by a new class of educated, tasteful consumers. This audience values substance over show, seeking brands that reflect their values refined, intentional, and emotionally resonant.
For them, premium means authenticity, not flash. Don Julio 1942 thrives in this space not just as a luxury spirit, but as a symbol of emotional intelligence and cultural credibility. It stands out by walking the talk and building lasting equity.
Consumer
Attendees of Bucharest Fashion Week primarily aged 30 – 45 are affluent, style-forward urbanites who don’t just adopt trends, they define them. Their choices are emotionally driven, deeply expressive, and grounded in personal identity.
But the influence extends beyond the front row. The millions who follow the event online are aspirational, culturally engaged, and drawn to the codes of taste, confidence, and originality.
Both groups gravitate toward brands like Don Julio 1942, brands that don’t just mirror their values, but elevate them with authenticity, edge, and emotional depth.
Cultural Context
Bucharest Fashion Week is a cultural pulse point of creative expression and identity. While the spotlight hits the runway, the real tastemakers are often found in the crowd and on the streets.
They’re the brave interpreters of haute couture, turning bold looks into everyday statements. These are the trendsetters who live fashion with courage and authenticity, exactly in the spirit Don Julio 1942 celebrates: premium, expressive and unapologetically original.
Opportunity
Instead of competing for runway attention, Don Julio 1942 will embrace and highlight the authentic style-makers.
By elevating their bold choices and courageous individuality, Don Julio positions itself as the brand of choice for those unafraid to express their true selves.
Don Julio 1942 spotlights the fearless authenticity and unique style of the audience and creators of Bucharest Fashion Week.
This strategy focuses on creating personalized, immersive experiences, premium tastings, and dynamic storytelling that highlight the daring and distinctive fashion sensibilities of taste curators and creators, deeply resonating with the brand’s ethos of courage, sophistication, and refined taste.
Strategic approach
TASTE TAKES COURAGE
Aligned seamlessly with Don Julio’s global platform "Por Amor," "Taste Takes Courage" celebrates those who dare to express themselves boldly through fashion and personal choices.
The campaign elevates the courageous and creative tastemakers of Bucharest, positioning Don Julio 1942 as the spirit of choice for individuals who understand that true taste requires bravery and authenticity.
"The Bold Edit"
A Don Julio 1942 Story
Under the umbrella Taste Takes Courage, Don Julio 1942 presents “The Bold Edit”, a stylish docu-reality experience following renowned Romanian designer Andreea Bădală (MurMur) as she prepares for Bucharest Fashion Week — revealing the emotional, creative, and personal battles behind high fashion.
Think Selling Sunset meets Dior & I — with glamour, grit, and genuine vulnerability. But instead of drama for drama’s sake, it’s an intimate portrayal of what it truly takes to create something iconic. Not just the pieces, but the courage behind them.
Strategic Fit:
Strategic Fit:
"Taste Takes Courage" having good taste it’s about the bold choices behind it and Andreea’s journey is about creative courage.
The influencers' willingness to surrender their looks to another artist is also their personal courage and recognition of a BFW icon - Andreea.
The audience, watching people follow their instincts rather than trends, is inspired to do the same.
Don Julio 1942 becomes the symbol of that courage made visible.
Brand Role:
Brand Role:
Don Julio 1942 is not a sponsor of the event but the witness and enhancer of its essence, present at key emotional moments and style-defining milestones.
The brand toasts the bravery behind fashion.
It aligns itself with creative leadership, authenticity, and the courage to express individuality at the highest level.
Activation Breakdown
EPISODIC FORMAT (Mini Docu-Series: 3 Episodes)
Title: The Bold Edit with Andreea Bădală
Platform: YouTube, IGTV, TikTok
Episodes:
Ep 1: Andreea’s vision and anxiety – behind the scenes of prepping her FW collection.
Ep 2: Designing two custom Don Julio-inspired accessories for two bold influencers. & Private styling sessions — deep conversations about self-expression, fashion, and fear.
Ep 3: Fashion Week night — the reveal, the looks, the people, the toast.
Key Brand Touchpoint:
Don Julio 1942 bottle sits in Andreea’s studio during late-night work sessions.
The accessories are inspired by elements of the Don Julio design language (e.g., color, shape, heritage cues).
Influencers and Andreea will even reference this in her conversation.
ELLE ROMANIA EDITORIAL COLLAB
A visual editorial + interview piece titled “Courage for the Love of Style”, featuring Andreea and the two influencers that have the Don Julio styled accessories.
Shot pre and post-event with elegant Don Julio 1942 inclusion subtly placed at the dressing room.
Where the Product Appears:
Studio scenes: Don Julio 1942 bottle in the designer’s fitting room.
Accessory unboxing: Influencer receives it with the bottle.
Private styling session: served in elegant sipping glasses during the 1:1 chat.
Our influencers
Our influencers
Luana Genevieve
Luana Genevieve
Luana Genevieve is a singer and content creator. She was on
the Elle Romania magazine cover.
TikTok - 30K followers with 8.64% ER
Insta - 44K followers with 0.50% ER
Core target: Millennials
Audience demographics:
18-24 – 22%
25-34 – 53%
35-44 – 19%
Audience genders split:
50.9% Male
49.2% Female
Alina Ceusan
Alina Ceusan
Alina Ceușan is a Romanian fashion influencer celebrated for
her edgy, high-glam style and daring approach to trends,
blending luxury pieces with avant-garde aesthetics to set new
standards in digital fashion storytelling.
TikTok - 240K followers with 2.52% ER
Insta - 773K followers with 0.39% ER
Core target: Millennials
Audience demographics:
18-24 – 34%
25-34 – 45%
35-44 – 7%
Audience genders split:
50.9% Male
49.2% Female
Why these influencers?
Why these influencers?
Mix and match a macro and a micro fashion influencer to fit the campaign budget.
Their lifestyle confirms that they have a very good affinity both with Don Julio & Murmur.
Their core target are millennials with a balanced mix of men and women.
They are Murmur lovers and had collaborations with the brand in the past; Andreea Badala from Murmur also confirmed that they are a good fit.
Alina is one of Romania's most influential fashion influencers, having won multiple Elle Style Awards & Digital Divas awards and recognition for her unique style and creative content. She's highly respected for being a trendsetter and for her front-row presence at major international fashion weeks.
Luana Genevieve is a rising star, a Romanian R&B artist known for her authentic, emotional, storytelling through her music. She is also recognizable for her fashion-forward style and front row outstanding presence at the last 2 editions of MBBFW.
Together, Alina and Luana bring both style authority and emotional storytelling to the table, both massive reach & good engagement.
Overview
Overview
“The Bold Edit — A Don Julio 1942 Story” is a stylish docu-reality experience that brings the brand’s Taste Takes Courage platform to life through the raw, emotional journey of designer Andreea Bădală as she prepares for Bucharest Fashion Week.
Blending the glamour of high fashion with the grit of creative struggle, the campaign follows Andreea as she designs two custom Don Julio-inspired accessories for two bold influencers, who in turn are styled and followed from fitting to Fashion Week.
More than a showcase of looks, it’s a celebration of the courage it takes to express personal taste whether on the runway, in the streets, or in front of millions online. Through intimate styling sessions, emotional toasts, and a premium editorial with ELLE, Don Julio 1942 becomes the smart and powerful symbol behind every bold choice, every crafted detail, and every fearless expression of identity and creates a powerful link with BFW.
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