Kendall Jenner’s 818 Tequila announced a social media campaign and product launch aimed at connecting with Gen Z’s interest in ‘little treat culture,’ which emphasizes small indulgences. This initiative coincides with the brand's celebration of 818 Day on August 18. The campaign, titled 'Free the Nip,' reimagines the traditional shooter as a fashionable item, drawing inspiration from Gen Z’s penchant for expressive purchases like Labubu dolls and lip gloss keychains. To support this, 818 is releasing 50ml bottles of its Reposado and Blanco products, known as 818 Minis, which will include influencer content highlighting their versatility. The brand also plans to introduce collectible bundles that hold the 818 Minis, launching on Gopuff on September 8. The approach taken by 818, according to CMO Kathleen Braine, mimics strategies typical of beauty brands, allowing for a playful interaction with the consumer market. This strategy reflects the brand's ongoing engagement with cultural trends; last year, 818 experienced a remarkable 40% growth in volume while the tequila market overall only grew 2%. Braine emphasized the importance of adapting the brand's identity to align with lifestyle rather than merely being a traditional spirits brand. The creativity of this marketing campaign illustrates the company’s intention to make alcohol consumption a fun and stylish part of social occasions.
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