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DeLeon Tequila
Project type
Brand Relaunch
Results
+220% increase in case depletions
+6 pts market share gain
+20% digital conversion lift
Services Delivered
Brand Strategy & Planning
P&L Ownership
Joint Venture Management
Innovation Pipeline
Campaign Development
Entrusted to relaunch DeLeon Tequila and revive the Diageo x Combs Enterprises joint venture amid significant organizational challenges — with full P&L ownership ($15M A&P) from day one.
Rebuilt the brand from the ground up: developed a new 3-year brand plan and equity campaign targeting multicultural consumers, led quarterly reviews with Combs Enterprises, and rebuilt the innovation pipeline. Drove packaging redesign that reduced COGS 10% while elevating premium positioning, and introduced new digital content and media tracking strategies.