Spirit brand 1800 Tequila has partnered with creative agency AnalogFolk Australia to unveil the '1800 Newgroni', a campaign set to shake up Negroni Week 2023.
The campaign aims to challenge Australia's gin-drinking community by introducing an 1800 twist on the Negroni, the fourth most popular cocktail in the country. 1800 Tequila is seizing this cultural moment to demonstrate the versatility and richness of tequila.
Matt Robinson, CEO of AnalogFolk Australia, said tequila has long been typecast as the base of a margarita.
"But with the Newgroni, we're presenting it as a spirit that can both command and complement complex flavours, and delivering it to the world in a bold new way," he said.
"The Newgroni campaign allows us to engage in an experiential way with premium spirits drinkers. It's about showing that tequila can be part of a sophisticated, modern cocktail culture, and we are excited to see the public’s reaction during Negroni Week."
The campaign will come to life through a multi-platform strategy that includes digital, social, and OOH this month.
The '1800 Newgroni' will feature a competition offering consumers the chance to win an exclusive Newgroni cocktail package, complete with a bottle of 1800 Tequila and two bespoke recycled 1800 Newgroni glasses from Upcycled Glassware.
Consumers can enter the competition and explore this modern twist by visiting the 1800 Tequila Newgroni website or through social media channels.
Credits:
Creative & Social Agency - AnalogFolk Australia
Media Agency - Awaken
PR Agency - Mango
PROXIMO SPIRITS
Brand Director, Proximo Spirits - Amanda Scarlett
Brand Manager, 1800 Tequila - Stefanie Collins
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