1800 Tequila recently named Translation as its creative agency of record as its seeks a new brand direction.
“1800 Tequila has reached category leadership through its award-winning recipe—recognized by tequila experts as the best in class year over year and through its culture-driving collaborations with musicians and artists in the U.S.” svp, marketing of 1800 Tequila distributor Proximo Spirits Lander Otegui said in a statement. “We’re excited to work with Translation to solidify 1800 as a beacon of good taste—and excite drinkers to seek out the best in both tequila and in life.”
1800 Tequila spent over $4.3 million on media last year and $68,000 in the first quarter of 2020, according to Kantar Media.
Translation was behind the recent “Best Taste in Tequila” campaign that debuted with an “El Processo” spot on channels including A&E, Comedy Central, Paramount and Viceland and will continue running through September. The spot is an adaptation of the Bruno Aveillan-directed 2018 short film La Aventura De Una Gota.
In a statement, Translation CMO Chaucer Barnes said that the tequila category is more popular than ever but that the U.S. market has become “oversaturated and difficult to navigate across a sea of new entrants.”
“Taste is inherently important to 1800 drinkers,” he added. “We are tapping into our audience’s desire for authentic brands that show off their discerning taste, and inspire them to rethink their tequila choice in the same light.”