The Brief

Every year 1800 Tequila partners with a prominent figure in music, fashion or art as part of its Essential Artists series. For 2023, we were briefed to find an on-brand partner who could help us make the campaign even bigger than in previous years, help grow the 1800 audience on social media and deliver earned media coverage.

The Big Idea

2023 marked a new and exciting collaboration for the 1800 Tequila Essential Artists Campaign: Mike Skinner of The Streets.

As a leader in UK garage music and street culture, as well as a huge supporter of fellow creatives, Mike Skinner’s vision and ambitions are perfectly shared by the brand. The collaboration saw Mike pen a unique new track, put his name to a new Limited Edition bottle and host a one-off intimate DJ gig in London.

Each phase of the campaign was supported through owned and earned media. As well as helping to establish 1800 as a desirable lifestyle brand, the campaign drove sales through a Limited Edition 1800 x Mike Skinner bottle and encouraged product trial through the event.

The Results

The campaign achieved 23 pieces of coverage in the likes of Evening Standard, Esquire, Dig! and The Broken Spine. Mike's track in collaboration with 1800 was streamed over 100,000 times, the event saw more than 180 consumers, media and influencers through the door and the 500 Limited Edition bottles sold out. On social media, the campaign achieved a reach of over 3 million and increased by 1800's follower count by 40%. The average engagement across the campaign was over 17% and the collaboration was noticed by other celebrities such as Radio DJ Chris Stark and Professor Green.