During the summer of 2015 I created a piece of content that spanned across my multiple brands in the interest of selling more Don Julio Tequila.
As a DJ, I recorded a mix called the Pineapple Party Starter. As a bar operator, I created a drink called the Pineapple Party Starter made with Don Julio. I created a custom menu for the cocktail that was dropped on tables at Citizen during the month of July. When customers would order the drink, they would get a USB with the mix on it.
I also recorded a 2nd mix, an underground house mix called Same Pineapple, Different Party. I put this on the USB as well. House music is my true love and while the Pineapple Party Starter was a Top 40, electro-pop mix, Same Pineapple, Different Party was snapshot of the the underground house I was playing during the summer of 2015
Through creating this drink /menu/mix, Don Julio sales rose dramatically and the tequila became part of Citizen summer culture. Don Julio was a new brand introduced to Citizen in the summer of 2015. It directly competed with similar successful tequila brand Patron in part because of the Pineapple Party Starter.