🍗 Wild Collab Alert: Don Julio x Popeyes Chicken

The tequila brand Don Julio is collaborating with Popeyes Chicken on a limited edition menu for Super Bowl 2025.

This menu brings together the “rich heritage of Popeyes’ Louisiana-style cooking with the bold flavors of Tequila Don Julio Reposado,” which includes a Concha Chicken Sandwich that has a chicken fillet marinated in tequila.

Unfortunately, there don’t seem to be any special alcoholic beverages available at Popeyes but they will be serving a mocktail as part of this limited edition menu.

The menu will be available in certain cities across the US only on January 31st and then for a few days at the flagship Popeyes restaurant in New Orleans around the Super Bowl.

Will this drive massive revenue for either Don Julio or Popeyes? Probably not.

But will this capture attention and put the brands into cultural conversations? Yes.

This is a wild, creative collab idea that sparks fiesty reactions from people — whether positive or negative.

It’s definitely very meme-able and I expect a lot of UGC and conversation to happen on social media both reacting to this collab and people posting their own experiences trying out the menu itself.

In a Super Bowl advertising season where people are spending millions of dollars to capture your attention, this tequila — fried chicken collab might be one of the wilder ideas out there, and it’s a more interesting concept than most other Super Bowl ads.

Brand collabs are a mainstream marketing tactic today, which means that you really need to do something different or new in order to stand out.

There are collabs that make you feel nothing and there are collabs that cause shock and awe.

I give this Don Julio x Popeyes Chicken collab a PWR Score of 7/10.