1800 Tequila has announced its partnership as the Official Spirit Sponsor of Melbourne Fashion Week 2024.
This partnership, brought to life via Awaken, invites attendees to “discover the unexpected” by showcasing the fusion of rich Mexican heritage and the spirit of Melbourne’s fashion scene.
The ‘Stylish taste from Mexico to Melbourne’ campaign for 1800 Tequila blends culture and creativity, celebrating how tradition can inspire unexpected twists in a contemporary style.
The Melbourne Fashion Week partnership represents a natural synergy between 1800 Tequila’s ethos – where craftsmanship meets innovation – and the ever-evolving world of fashion.
Proximo Spirits is also activated at three runways with a pop-up bar and photo wall, serving delicious cocktails, including an 1800 Stiletto Spritz, a cocktail developed for the event.
OOH billboards feature at high-traffic locations throughout Melbourne, delivering personalised geo-targeted messages such as “Stylish taste from Mexico to South Yarra” and “Stylish taste from Mexico to Richmond.”
Awaken has also developed a Melbourne-focused campaign that extends 1800 Tequila’s reach beyond the runway with targeted digital and social executions.
A Proximo Spirits spokesperson said 1800 Tequila embodies a legacy of excellence.
“Awaken’s campaign reflects our brand positioning in a way that will really engage with Melbourne Fashion Week attendees and the broader community,” The spokesperson said.
Awaken CEO Chris Parker said partnering with 1800 Tequila for Melbourne Fashion Week perfectly aligns with the agency's mission to elevate brands through creativity and innovation,
“1800’s commitment to quality and trend-forward thinking mirrors the ethos of the fashion industry,” Parker said.
“We crafted a campaign that engages the Melbourne community, at both Fashion Week and around the city to help elevate 1800 Tequila’s profile in the market.”
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