Client Brief:

1800’s sales were declining. The celebrity tequila wave was ramping up, making it hard for the legacy brand to attract a younger audience. Their current positioning around “self expression” wasn’t doing enough to compete against the flood of celebrity names and contemporary tequila trends.

Strategy (Click Slides Below):

The strategy behind the new business pitch centered around Taste. One word that spoke to the category’s weakness, the brand’s truth, and its target audience’s ambition. Above is the internal corporate strategy manifesto, sent to all employees before the official launch.

Result:

We were awarded the business as 1800 Tequila’s AOR and the brand kept the “taste” brand platform for the next five years. Sales increased 19% YOY in the first year of the new positioning, and inspired several category firsts, including The 1800 Taste Collective (note: I wasn’t part of this execution but it’s a testament to breadth of the brand platform).

Sample of the Strategy Upfront from the Pitch:

The goal was to create a simple 15-slide story that acted as a conversation. No buzz words. No fluff. It’s main role was to make the opportunity undeniable. Reach out to view the full strategic upfront.