The new $18 million campaign airing this month across various cable networks features Sopranos star, Michael Imperioli and serves as an evolution of their previous effort which identified 1800 Tequila as the fiercest competitor in the highly competitive tequila category.
Eight different spots via New York agency Dead As We Know It will launch simultaneously on ESPN in May. Each spot will feature Imperioli brandishing his signature tough guy persona.
1800’s Evy Gonzalez tells RBR-TVBR the national effort also includes NBA games and Home Team Sports.
The new advertising debuts at the end of an good year for 1800 Tequila, which has seen record growth.
“The new campaign really sets 1800 Tequila apart from its competitors,” said a spokesperson at Proximo, the brand’s US importer. “In the last decade the premium tequila category has become pretentious and lost its bravado. 1800 Tequila is for a consumer that wants to drink the best without any of that conceit. We’ve just had our best year in the brand’s history, but we’re not stopping there – we’re out to own the tequila category. The new ads are just as edgy as our last round, but with a variety and humor you haven’t seen from us yet.”
See the spots here: