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Kendall Jenner’s 818 Tequila recently unveiled a new social media campaign and product launch aimed at capturing Gen Z’s love for “little treat culture” and merging fashion with functionality. This initiative coincides with the brand’s celebration of 818 Day on August 18.
The campaign, titled “Free the Nip,” takes a playful approach to reimagining the classic shooter as a mini-bar essential and a must-have fashion accessory. Inspired by Gen Z’s affinity for expressive purchases like Labubu dolls and lip gloss keychains, the campaign introduces the brand’s new 818 Minis. These 50ml bottles of 818 Tequila’s Reposado and Blanco products will be featured in influencer activations and content showcasing the product in on-the-go settings and unexpected locations.
The 818 Minis will be available nationwide in September, with limited-edition collectible bundles featuring 818 Mini Bag Charms launching on Gopuff on September 8 at 12 p.m. ET. This launch strategy reflects a departure from traditional spirits marketing, embracing trends typically associated with beauty brands.
CMO Kathleen Braine explained, “As a spirits brand, we wanted to inject some fun and creativity into our marketing strategies, aligning with current cultural trends to engage our audience in new and exciting ways.”
818 Tequila’s focus on cultural relevance has been evident in its recent collaborations, including a partnership with NASCAR driver Toni Breidinger. Despite a modest 2% growth in the tequila category, 818 has seen a remarkable 40% year-over-year volume increase, defying industry norms.
Braine emphasized the brand’s commitment to connecting with consumers through cultural touchpoints and staying ahead of emerging trends. She highlighted the importance of understanding consumer insights and leveraging market opportunities to drive brand innovation.
Marketing Dive: What insights drove your decision to embrace the “little treat” trend, and how does it resonate with 818’s brand identity?
KATHLEEN BRAINE: Our brand has always centered around creating magical moments and shared experiences. The introduction of 818 Minis reflects our transition into a lifestyle brand that resonates with consumers seeking small moments of joy in their daily lives.
Why was it essential to blend fashion with functionality in the “Free the Nip” campaign?
The fusion of fashion and functionality in our campaign aligns with our brand’s visual identity and aesthetic. By reimagining the traditional shooter as a fashion accessory, we aim to appeal to our audience’s sense of style and individuality.
What are the brand’s future plans in terms of cultural marketing and product innovation?
Looking ahead, we will continue to engage both Gen Z and millennial consumers through innovative marketing strategies that cater to their evolving preferences. Our focus remains on creating unique experiences and products that resonate with our target audience.