Last year Proximo Spirits, Inc., a high-end liquor distributor, launched a campaign for its top shelf Tequila, 1800. The campaign is called “Essential Artist” and started with nine up-and-coming artists designing limited edition bottles for the premium tequila brand. Each artists' style is unique, representing various designs, mediums and perspectives, the artists include Jorge Alderete, Glenn Barr, Jeremy Bacharach, Will Chambers, Chris Dean, Kim Dosa, Josh Ellingson, Hannah Stouffer and Urban Medium. The artwork is part of an $8 million outdoor advertising and promotional campaign. With only 1,800 bottles being produced of each design, the bottles have become great collectibles.
Fans of 1800 can become the next “Essential Artist” by designing their own bottle and entering the online competition to be selected for the 2009 billboard campaign. The prize is $10,000, plus the opportunity to be featured in a national advertising campaign as well as nationwide distribution. Even if you don't win, you can purchase a bottle with your design for $225. “We hope the Essential Artists campaign will encourage other artists to make their dreams a reality,” said Elwyn Gladstone, Head of Marketing for Proximo.
Soup to nuts this campaign is a great piece of marketing. They’ve added value to the product via its packaging. Created integrated advertisements which speak in the authentic language of the upscale hipster demographic. They've engaged the consumers online and given them a way to become part of the brand. And have publications from MAXIM to Juxtapoz buzzing about it in the media. All this and the cap doubles as a shot glass.
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