SEOUL, SOUTH KOREA — Diageo Korea has teamed up with Frieze 91 as an associate partner to introduce luxury tequila brand Don Julio’s “Por Amor” campaign to the Korean market.
At the heart of the campaign is the Por Amor pop-up event, a multi-platform experience which includes activity across in-person events, digital media, and arts and culture platforms.
The project was planned by agency Jung von Matt HANGANG, which supported Diageo through developing the creative strategy, experiential marketing, and video production.
Leveraging the intersection of luxury branding with art and cultural engagement, the campaign sets out to position Don Julio as a sophisticated luxury brand. With tequila traditionally seen as a cheap party-centric liquor in Korea, Por Amor repositions the beverage in the minds of Korean consumers, and presents Don Julio as a premium spirit for upscale celebrations and refined tastes.
By becoming an associate partner of Frieze’s membership program, Frieze 91, the project establishes Don Julio as a patron of modern art and culture, and embeds the brand within one of the art world’s most prestigious events.
Por Amor merges art, culture and luxury in a way that feels authentic, with a focus on storytelling to highlight the shared values between Don Julio and Frieze – passion, creativity and cultural heritage – while fostering a deeper connection with the Korean audience.
For the next stage, Jung von Matt HANGANG has created 15- and 30-second films spotlighting the highlights of the event.
Bill Yom, Chief Creative Officer at Jung von Matt HANGANG, said: “JvM as a creative strategy house serves as a lighthouse that helps our clients achieve their marketing goals, while at the same time bringing excellence in creative outcomes. This collaboration between Don Julio and Frieze sets a precedent for how we can deliver high-impact, culturally resonant campaigns, and aligns with our agency’s focus on creating disruptive work that is relevant to consumers across the globe.”
Mihwa Yoo, Assistant Brand Manager at Diageo Korea, said: “Luxury tequila has become an essential element of celebratory gatherings and important events, so it means a lot to be able to present the Por Amor campaign, which captures the spirit of Don Julio, during Frieze Seoul Week, the top art event in Korea. It forms a great way for people to experience the diverse Don Julio lineup and brand message through the Don Julio Por Amor pop-up and promotion.”
Faith Chua, Senior Brand Manager at Diageo Korea, said: “Luxury tequila is gaining attention in lounges and pubs, especially in the domestic liquor market. We will carry out various activities to solidify the brand position of ‘Don Julio’, which can make special occasions shine even brighter.”
