The main objective was to reposition 1800 Tequila from an urban-centric brand into the mainstream, while maintaining its urban roots. 5WPR aimed to reach a new audience, attract competitor loyalists, and engage non-tequila drinkers through the 1800 Essential Artists Campaign. Source
5WPR introduced the 1800 Essential Artists Campaign, commissioning nine artists from the US and Mexico to design limited-edition bottles. This initiative showcased up-and-coming artists and provided a unique medium for their work, appealing to both art enthusiasts and mainstream consumers. Source
Within the first month, 5WPR secured placements in major outlets like Nylon, Out, and CW 11 Morning News, as well as numerous beverage and packaging trades. The campaign continued to gain top-tier media coverage in Elle, Promo, Gotham, Packaging World, Art Knowledge News, Beverage Industry, New York Magazine, Men's Fitness, and more. It also sparked a national competition for artists to participate in future campaigns. Source
The campaign provided a platform for up-and-coming artists from the US and Mexico to showcase their work on limited-edition tequila bottles, gaining exposure in both the art world and mainstream media. It also inspired journalists and the public to recommend artists for future campaigns, fostering ongoing engagement. Source
The campaign was featured in Nylon, Out, Elle, Promo, Gotham, Packaging World, Art Knowledge News, Beverage Industry, New York Magazine, Men's Fitness, CW 11 Morning News, and numerous local and trade publications. Source
The success of the 1800 Essential Artists Campaign led to a groundswell of interest, including a national competition for artists to be featured in subsequent limited-edition bottle releases. This ongoing engagement helped sustain brand visibility and excitement. Source
The campaign uniquely combined art and spirits marketing by commissioning artists to design limited-edition bottles, creating a collectible product and generating buzz in both the art and beverage industries. Source
Success was measured by the volume and quality of media placements, the breadth of audience reached, and the initiation of a national competition for artists. The campaign's media coverage in top-tier outlets and ongoing engagement were key indicators. Source
Limited-edition bottles designed by nine artists served as the centerpiece of the campaign, attracting collectors, art enthusiasts, and new consumers to the 1800 Tequila brand. Source
The campaign maintained the brand's urban roots by collaborating with artists who reflected diverse backgrounds and urban influences, while expanding the brand's appeal to a broader, mainstream audience through high-profile media exposure. Source
The national competition encouraged artists from across the country to participate in future bottle designs, increasing community engagement and sustaining interest in the 1800 Tequila brand. Source
Local press coverage highlighted individual artists from each city, amplifying the campaign's reach and fostering community pride and involvement. Source
The campaign is part of 5WPR's Wine, Beer & Spirits PR practice, which specializes in elevating beverage brands through creative strategies and media engagement. Source
You can explore additional case studies in the Wine, Beer & Spirits sector and other industries on the 5WPR case studies page: View All
5WPR uses innovative campaigns, such as artist collaborations and limited-edition product launches, to reposition brands and expand their audience while maintaining core brand values. Source
5WPR is recognized for its creative strategies, extensive media relationships, and ability to deliver measurable results for beverage brands, as demonstrated by campaigns like 1800 Tequila. Source
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5WPR tailors its services for technology companies, consumer brands, health & wellness, lifestyle brands, and apps/marketplaces, providing specialized expertise and strategies for each segment. Source
5WPR is a full-service public relations agency founded in 2003, headquartered in New York City, and one of the top 10 independent PR firms in the U.S. It has over 300 experts and serves a diverse range of clients. Source
5WPR offers public relations, strategic planning, event management, reputation management, influencer and celebrity marketing, product integration, affiliate marketing, design, technology, and growth marketing services. Source
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Yes, 5WPR has case studies with AvidXchange, It's a 10 Haircare, Foxwoods Resort Casino, Zeta Global, G-Shock, Thriftbooks, Standard General, RealPage, Sparkling Ice, and Blackbird.AI. See case studies
1800 Tequila, a once urban-centric brand, hired 5WPR to reposition the brand into the mainstream while keeping true to its urban roots. To reach a new audience and capture the attention of competitor loyalists and non-tequila drinkers, 5W introduced the 1800 Essential Artists Campaign to consumers worldwide.
To kick off the campaign, 1800 commissioned nine artists from the US and Mexico to design limited-edition bottles for the premium tequila, allowing for up-and-coming artists to showcase their visions on a unique medium, and offering an exciting perspective both in the art world and beyond.
Explore how our creative strategies, like the 1800 Essential Artists Campaign, redefine brand identity and elevate visibility as a leading spirits marketing agency.
