To generate awareness for the newly rebranded Tres Generaciones tequila, Havas Street created seven immersive events surrounding the Day of the Dead holiday to honor the three founding Dons and celebrate their resiliency and legacy. Each night honored the brand’s founders through music, food, drink, dance, and art.

Guests stepped into a fully decorated space complete with notable decor elements from Dia de los Muertos, including an ofrenda honoring the Dons. The night was organized into three segments, each dedicated to a different founder featuring customized food and cocktail pairings and a dance performance showcasing their contribution to the Tres Gen legacy. Guests were also able to sample the tequila poured neat, interact with a custom photo filter, and add their own memories of loved ones into a live mural executed by a sketch artist.

365 Engagements

209K Earned Impressions