Today’s consumers are savvier and more skeptical than ever. For a small brand like 1800 to remain relevant, it needed to communicate a strong point-of-view that felt honest yet aspirational. Because when it comes to perpetuating tired category conventions of successful, modern males, spirit brands are the worst culprits. You get either showy, superficial vodka drinkers, or traditional, serious Scotch drinkers.
1800 tequila challenged these norms by celebrating a new, multi-dimensional masculinity and launched a new brand positioning for the first time in three years.
Insight: 1800 Tequila consumers, like the product, have tough origins but are refined in their current state. This duality served as inspiration for the “Just Refined Enough” campaign.
In the launch spot, “Hands,” the hero embodies the juxtaposition of toughness and refinement. Music written and produced by Octave Minds, “Tap Dance,” captures this duality as well, with passionate lyrics by Chance the Rapper and sophisticated piano work of Chilly Gonzales.
The campaign will run for a year, partnering with Billboard to create original content.
1800 Tequila has returned to double digit growth in Nielsen in part due to the “Just Refined Enough” brand campaign. The brand is getting great pickup in press and social engagement is at all-time highs. Year to date 1800 Tequila is up +8% volume growth and recently September was the biggest growth month for the brand in 3 years.