DeLeon is a 100% blue weber agave tequila owned by Diageo and Sean "Diddy" Combs produced in Mexico.
Situation: In an effort to increase sales of DeLeon Tequila, Combs Concierge created to provide personalized gifting for individuals and companies of the spirit.
Action: Launching Cyber Monday, a media plan implemented to support Combs Concierge leveraging the angle of holiday gifting. Food and beverage, lifestyle and retail reporters were targeted to build awareness and drive traffic to the gifting site.
Results: Media coverage secured in beverage outlets including The Spirits Business, BevNet as well as lifestyle outlets Huffington Post, The Examiner and Fortune.