818 Spirits has released a marketing activation in the US that leans into the recent clamour among brand owners to emphasise the absence of “sweeteners, flavourings, colouring or other artificial ingredients” in their tequilas.
Fronted by founder Kendall Jenner, the campaign, called ‘Nothing Extra’, breaks in the country this month. Centring around an ad (below), the push will air on connected TV, YouTube and social media platforms, backed by out-of-home advertising, “targeted shopper media” and “delivery and commerce platforms”.
In copy on the brand’s website that supports the campaign, 818 Spirits states that when it was launched five years ago, its namesake tequila contained “minimal ‘abocantes‘ (mellowing agents) within Consejo Regulador del Tequila guidelines to enhance colour and mouthfeel”.
“Over the years, we’ve continued to evolve our taste profile to better cater to the evolving preferences of our consumers with a focus on bringing forward the character and complexity of agave while preserving a smooth finish,” the company states on the website. “Today, 818 Tequila blanco, reposado and añejo are made with only 100% agave azul, water and yeast.
“We do not add sweeteners, flavourings, colouring or other artificial ingredients during production.”
CMO Kathleen Braine added: “Ingredient transparency and tequila-making can be a technical conversation, but we saw an opportunity to make it playful and culturally relevant. “Our ‘Nothing Extra’ campaign shows consumers there’s nothing extra in 818.”
The activation’s angle ties in with a campaign for rival brand Patrón by its owner, Bacardi, earlier this year. “Most people would never guess that their tequila might contain glycerin, oak extract, sugar-based syrup or caramel colouring,” said Bacardi’s global senior VP for Patrón, Roberto Ramirez-Laverde. “At Patrón, … we believe people deserve to know what is in their glass.
“We hope our latest advertising campaign continues to ignite a broader conversation about ingredient transparency across the category.”
In late April, Sazerac Co agreed a stake purchase in 818, described at the time as a “strategic partnership and financial investment”. Details on the size of the holding acquired or the sum paid were not disclosed.
