1800 Tequila, the world’s fastest growing spirit brand, has partnered with creative agency AnalogFolk Australia to unveil the “1800 Newgroni,” a ground-breaking campaign set to shake up Negroni Week 2023.
This audacious 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.
Says Matt Robinson, CEO of AnalogFolk Australia: “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.”
The campaign will come to life through a multi-platform strategy that includes digital, social, and OOH. 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.
Says Robinson: “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 launches in September, coinciding with Negroni Week, and promises Aussies a fresh take on a classic. Consumers can enter the competition and explore this modern twist by visiting the 1800 Tequila Newgroni website or through social media channels.
Creative & Social Agency – AnalogFolk Australia
Media Agency – Awaken
Brand Director, Proximo Spirits – Amanda Scarlett
Brand Manager, 1800 Tequila – Stefanie Collins