When 1800 Tequila unveiled the 12th Edition of its Essential Artist Series, it was a fusion of art, culture, and brand storytelling. At the helm of this collaboration was Brand Manager Marta Álvarez, working alongside renowned artist Raúl de Nieves to craft a campaign that resonated far beyond the tequila aisle. The result? A striking blend of creativity and strategy that turned heads and made an impact. Marta shared the details of how this campaign came to life.
A Campaign Rooted in Heritage
Since 2008, 1800 Tequila’s Essential Artist Series has sought to connect fine tequila and contemporary art. When Álvarez took over the project, she envisioned the 12th Edition taking the brand to new heights, amplifying cultural relevance, and driving consumer engagement.
At the heart of this campaign was the collaboration with Raúl de Nieves, whose vibrant, heritage-focused artwork reflects themes deeply rooted in Mexican culture. Marta reflects on this choice: “1800 Tequila has been a staple of Mexican culture for many years, and we wanted to celebrate that by collaborating with an artist who shares the same passion for our heritage.”
The centerpiece of the launch was Nieves’ piece, El Corazón Sagrado, a deeply personal and significant project for the artist. Marta saw this as an opportunity to showcase Raúl’s artistry in a way that celebrated the vibrancy and heritage of Mexico
Elevating the Art-Tequila Connection
For Álvarez, the synergy between 1800 Tequila and Raúl de Nieves’s work was clear from the start. Both the artist and the brand share a commitment to craftsmanship, authenticity, and celebrating Mexican culture. Álvarez believed this was a chance to present meaningful work to a broader audience, championing an artist who embodied the message of her campaign.
The limited-edition bottles that accompanied the campaign were works of art in themselves. Designed by Nieves, the bottles featured intricate designs inspired by Mexican stained-glass windows, incorporating translucent materials to create an ethereal, light-catching effect. This unique design, paired with six distinct motifs showcasing the artist’s Mexican roots, made the bottles collectible items that appealed to both art enthusiasts and tequila lovers alike.
A Monumental Activation at Prospect 6 Triennial
One of the pivotal strategic moves made by Marta was advocating for her brand to invest in becoming the official tequila sponsor of the Prospect 6 Triennial, a renowned contemporary art event held in New Orleans. Álvarez orchestrated a series of impactful activations that would become key moments of the campaign. Under her direction, 1800 Tequila hosted three events during the opening weekend, including the highly anticipated Artist Party and Gala, where attendees experienced the unveiling of Raúl de Nieves’s bottle designs firsthand.
Through meticulous planning, Álvarez ensured that 1800 Tequila’s presence at Prospect 6 was both impactful and respectful of the artistic atmosphere. She worked closely with the Triennial’s executive team to align the brand’s activations with the event’s themes of culture and creativity, ensuring that 1800 Tequila was seen as a true supporter of the arts rather than just another marketing stunt. This careful approach reinforced the brand’s values and created a deeper connection with the art community.
The Power of Authenticity
One of Álvarez’s key strategies was ensuring that the collaboration between her brand and the artistic community felt authentic and expressed shared values of craftsmanship and heritage. The campaign’s messaging was clear: 1800 Tequila was there to support Mexican artists and elevate their cultural contributions.
As Álvarez notes, “At first glance, tequila and art might seem like an unconventional pairing, but for us, the connection lies in shared values of craftsmanship, heritage, and authenticity. Both 1800 Tequila and the artists we collaborate with are deeply rooted in creating something meaningful, whether it’s a perfectly crafted tequila or a piece of art that tells a story. This shared dedication to craft is where the connection begins.”
Through the pre-order phase, the collection sold out in record time, demonstrating the campaign’s success in resonating with its audiences. Álvarez attributes this success to a combination of strategic planning, compelling storytelling, and collaboration with partner agencies. Marta notes that 1800 Tequila is not just a product but a brand that uses its resources to support artists, curate meaningful experiences, and push creativity to the forefront. “Engaging audiences in a way that’s memorable and impactful is the best way to ensure our brand stands out in an overcrowded market.”
Overcoming Challenges with Creativity and Collaboration
Like any complex campaign, there were hurdles along the way. Álvarez faced the challenge of balancing the artist’s creative vision with the brand’s identity, especially when it came to the bottle design. Achieving the translucent, stained-glass effect required close collaboration between the artist, design teams, and production partners.
Additionally, integrating 1800 Tequila into the Prospect 6 Triennial without overshadowing the art was no easy task. However, Álvarez’s thoughtful planning and clear communication allowed the campaign to flourish.
Reflecting on the experience, Álvarez shares, “The most rewarding aspect was seeing everything come together — witnessing the excitement from Raúl and his team and knowing that we had created something truly special that resonated on a deep cultural level.”
A Lasting Impact on the Brand and Art Communities
Through this campaign, Marta portrayed 1800 Tequila as a true advocate for cultural expression, elevating the brand in the eyes of consumers and connecting it with the finest things in life.
Álvarez’s handling of the campaign is a masterclass in brand activation and showcases that the best way to gain visibility is by investing in the core beliefs of the brand rather than simply following trends. Sometimes, going against the current trend is the best way to achieve results, especially at a time when mass production and standardized content dominate social media. Marta demonstrates that creating content that resonates is much different from merely producing content.
