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1800 Tequila is taking direct aim Patron and the man behind the trigger is Michael Imperioli from The Sopranos. Proximo Spirits, this week, launched a $15 million ad effort behind its 1800 Tequila brand. Imperioli serves as the centerpiece of the brand’s “Change the game” TV, print, online on and outdoor ads.
The company said Imperioli was chosen to give the brand some attitude as it looks to convince consumers to trade down from the pricier ultra-premium Patron brand.
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