Creating an unexpected brand campaign for 1800 Tequila
The tequila category is not widely understood by premium spirit drinkers, especially outside the Americas. So how do you get drinkers to switch from their ‘normal’ G&T or single malt to an 1800 Tequila?
Inspired by the consumer insight, which told us drinkers were unexpectedly surprised by tequila’s taste and versatility, so we set out to encourage drinkers to discover something different with a digital campaign across EMEA & APAC.
Brand world | Brand campaign | Social content | Moving image
One of the key challenges was uniting the Mexican comms with European marketing. We overhauled the brand world to reflect a sense of ‘discovery and energy’, pushing the brand's refreshment credentials across its omnichannel touchpoints.
We created a 60-second hero film, a suite of social cut-downs and lifestyle OOH photography pushing the spirit’s versatility and refreshment credentials in a stylish, occasion-led campaign.
That’s fascinating…
Each authentic Mexican location in the hero film was carefully curated to reflect a specific drinking occasion, 1800 Tequila cocktail and consumer insight (but don’t tell anyone it was filmed in Barcelona… shhhh!)
“The new ‘Discover the Unexpected’ campaign will encourage people to explore something different, showing 1800 Tequila can be the perfect alternative to a vodka & soda or gin & tonic. Purple’s stylish and sophisticated campaign really captures the essence and exuberance of the brand and our vision to inspire spirit drinkers everywhere.”
Seco Herrerano
Brand world
Jose Cuervo Summer ‘24
Brand campaign