Perfect Promo They say good things come to those who wait, and Nadel (PPAI 107145, D12) helped Don Julio 1942 prove it to 150 influencers and celebrity fans of the premium tequila. Due to the pandemic, the spirit was unavailable for several months in 2020. Don Julio and agency Hunter PR partnered with Nadel to create a special experience to celebrate its return with custom bottle cuffs with locks programmed to pop open at the stroke of midnight on New Year’s Day 2021. Nadel made it happen within four weeks, procuring timer padlocks from China within two weeks and creating a custom mold for the 24k gold cuff in the U.S., then using a local 3D printer to produce 125 standard cuffs and 25 magnum cuffs in just three weeks. Nadel drop-shipped the specially prepared bottles to recipients in every U.S. time zone, plus two overseas. The finished product wowed recipients, the clients were thrilled with the buzz generated on social media, and Nadel reports more than a dozen follow-up projects specifically related to the gold cuffs. Good Things Come To ThoseWhoWait 98 • MARCH 2023 • PPAI
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