1800 Tequila and Melbourne Fashion Week unveil ‘Discover the Unexpected’ campaign via Awaken

1800 Tequila, one of the world’s most awarded tequila ranges, has announced its partnership as the official spirit sponsor of Melbourne Fashion Week 2024. This unique partnership will be brought to life with a new campaign developed by Awaken, inviting attendees to “Discover the Unexpected”,  showcasing the unique fusion of 1800 Tequila’s rich Mexican heritage with the innovative spirit of Melbourne’s fashion scene.

The ”Stylish taste from Mexico to Melbourne” campaign for 1800 Tequila reflects the dynamic blend of 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.

In addition, Proximo Spirits 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.

Dynamic out-of-home 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.” This approach ensures that 1800 Tequila’s stylish presence is felt throughout the city, from fashion-forward districts to local hotspots.

In addition, Awaken has developed a Melbourne-focused campaign that extends 1800 Tequila’s reach beyond the runway. Targeted digital and social executions will see the brand continue to engage audiences in the city, inviting them to embrace the unexpected elegance of a premium spirit. The campaign extends to a number of Melbourne’s premier cocktail bars where consumers are invited to discover a number of specially created 1800 Tequila cocktails.

“1800 Tequila embodies a legacy of excellence, but like fashion, we believe in embracing change and creativity,” said a Proximo Spirits spokesperson said. “Our collaboration with Melbourne Fashion Week perfectly illustrates this philosophy. Each sip of 1800 is an invitation to explore new flavours and styles, reflecting the same bold spirit found on the runway. Awaken’s campaign reflects our brand positioning in a way that will really engage with Melbourne Fashion Week attendees and the broader community.”

“Partnering with 1800 Tequila for Melbourne Fashion Week perfectly aligns with Awaken’s mission to elevate brands through creativity and innovation,” said Chris Parker, CEO of Awaken. “1800’s commitment to quality and trend-forward thinking mirrors the ethos of the fashion industry. 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.”

The campaign launched in the lead up to Melbourne Fashion Week held from 21-27 October 2024.