Good taste may be subjective, but understanding how things that taste good can improve an experience is universal.
In a new campaign promoting its 1800 Cristalino, 1800 Tequila shows how having the right taste experience can elevate the world around you. The campaign includes two commercials featuring former NBA star Carmelo Anthony and Latin musician Ozuna in separate scenarios where the brand’s premium tequila plays an outsized role.
“The message we want to relay is the connection between 1800 Tequila and “taste” in all its forms – showcasing how everyday moments – big or small – can be transformed into next-level experiences with the unmatched taste profile of 1800,” said Lander Otegui, senior vice president of marketing at Proximo Spirits. “The campaign storyline centers around the brand’s ultra-premium expression, 1800 Cristalino, as the catalyst for these moments across music and sports and will take the brand’s culture-driving initiatives even further overall.”
The first commercial features Ozuna in a barber shop, sitting in a chair as the stylist pours a glass of the premium tequila. When Ozuna spins around with the glass in hand, the barbershop is transformed into a party. The second commercial depicts Anthony sitting court side at a basketball game and capturing the arena’s attention with his drink order. Upon reaching for his glass, the team scores a winning basket through a crystalized net.
“The ‘Taste is Everything’ campaign is targeted to 1800’s overall consumer demographics, a wide base of multicultural consumers, and its positioning within the super-premium tequila category,” Otegui said. “Similar to Ozuna and Carmelo Anthony, the brand’s newest tastemakers, our consumers look to 1800 Tequila to transform everyday experiences into next-level experiences.”
The campaign, created by agency 72andSunny, will run on traditional television, out-of-home, digital video, retail and on the brand’s social media channels, Otegui said.
