Día de Muertos, or Day of the Dead, is a traditional Mexican holiday and celebration that honors loved ones who have passed. This year’s festivities received special attention from tequila brand Don Julio, which hosted Día de Muertos celebrations in 15 cities globally and unveiled oversized altar installations (“ofrendas”) across eight of them.

The goal of the brand is to “own” the holiday by introducing traditional celebrations to markets less familiar with them, honoring its own Mexican roots and educating consumers on tequila—all with an eye on growth.

“This became a clear opportunity for us to grab ahold of what is a massive moment for us in Mexico… but also take that celebration and that moment to other markets,” says Sophie Kelly, Global Director of Agave at Diageo. “Tequila is going to be the biggest recruitment engine in spirits. And right now we are seeing about 12% organic net sales growth across the brand globally. We see ourselves as playing a very big role in educating people on premium tequilas.”

We spoke to Kelly about the global campaign, its multi-level marketing plan and her overall strategy for brand growth.

The rules for subscription-based businesses are changing, thanks to recent updates from the U.S. Federal Trade Commission (FTC) regarding its “Negative Option Rule.” A key part of this rule is the “click-to-cancel” feature, which aims to make the cancellation process easier for consumers—and may go into effect as early as March of 2025. Here’s what marketers need to know, including tips for staying compliant.

Lastly, here’s a replay of last week’s LinkedIn Live with data technology company Deluxe, which covers how to implement trigger marketing strategies that resonate at key moments, campaign optimization learnings, specific use cases and more.

Until next week,