Discover the Unexpected Taste of 1800 Tequila
1800 Tequila has launched a digital campaign across APAC & EMEA, including a 60-second hero film and a suite of cut-downs, to help stylish drinkers discover the brand’s unique versatility and refreshment credentials.
Created by Purple Creative, in partnership with production agency Bullion, the film follows a group of four stylish friends over a series of different days, nights and occasions. Nico is the Mexican hero, happily introducing his friends to the perfect expression of 1800 Tequila to suit the mood of the group – whether Blanco, Añejo or Cristalino – followed by the Discover the Unexpected endline.
Whether people enjoy white spirits, like vodka or gin, or are into whisky, tequila can be the perfect alternative. In Europe especially, it’s an undiscovered gem and not widely understood by premium spirit drinkers. 1800 Tequila is a 100% Weber blue agave tequila from the highlands of Jalisco, Mexico. It’s made from quality ingredients, has a long heritage, has got real complexity and depth of flavour, can be enjoyed in lots of ways, from over ice to cocktails, and comes in a variety of ages for different occasions.
“Tequila is really making waves at the moment all over the world and is considered a more interesting choice for drinkers who like to explore a little. We wanted to show that 1800 Tequila can be the perfect alternative to a vodka & soda or gin & tonic. And if you go up the range, the Añejo appeals to those who like a good single malt whisky. It’s dark, deep, smooth and complex with lots of sweet and spicy flavour nuances from the barrel ageing process. The new ‘Discover the Unexpected’ campaign encourages people to explore something different. We know from consumer research that when people try 1800 Tequila for the first time it resets their perceptions of what a tequila can be. They are inclined to adopt the brand as a regular choice, and tell their friends, which speaks to the quality of the spirit and resonance of the brand with our audience”. said Chris Hill, senior global marketing manager, 1800 Tequila.
1800 Tequila is one of the biggest brands you might never have heard of. It’s the world’s fastest growing spirits brand (Brand Finance, 2024). Not just in tequila. In the entire spirits category. It’s the second strongest Mexican brand. Off ALL Mexican brands. And it’s currently the No.1 super premium tequila in the USA (IWSR, 2024).
Its name refers to the year the family first created premium tequila – 1800 – and it now boasts an extensive range that includes Blanco, Reposado, Añejo, Extra Añejo, Cristalino (which is an aged tequila that’s been charcoal filtered to remove the colour) and 1800 Coconut. 1800 Guachimonton, an aged tequila finished in orange liqueur casks is also due for release through 2024/5.
“It really was a dream to work on such a stylish and modern Mexican brand. From a creative perspective, we wanted to lean into this sense of sophistication and style as much as possible. The bar locations are rich and vibrant, the clothes are contemporary and unique, the transitions between scenes are slick and stylish and the music brings a real Mexico-inspired energy. One of the really nice things about the script is that it breaks the fourth wall in each scene – so the character speaks directly to the viewer – so we wanted to make this a really intimate and meaningful discovery moment, where they give their natural reactions to the tequila. Hopefully that passion and heart comes through in the final film.” said Gwyn Edwards, creative director, Purple Creative.
The film was directed by Patrick Ryan and shot on location in bars in Barcelona over three days, and is supported by new lifestyle and product photography, also created by Purple Creative, and an OOH campaign.
The campaign dovetails into an evolved global visual identity bringing global consistency and a clear link to the existing Mexican look and feel which references the Weber Blue agave plant with the green colour used.
The 1800 Tequila campaign can be seen online from June 2024.
