Most liquor brands produce small 50ML
bottles of their product, commonly known as airplane or minibar bottles.
Now 818 Tequila is freeing the tiny vessels from the friendly skies and promoting them as the hottest new tiny bag
charms on the ground.
The brand’s “Free the Nip” campaign, a reference to taking a “nip” of alcohol, fittingly launched online on 8/18. The campaign consists of
organic social, brand partnerships, influencer marketing, public relations and targeted gifting.
Earlier this month, the brand rolled out a collaboration with delivery service Gopufff,
offering an 818 Mini Launch Bundle, which includes a collectible 818 Mini Bag Charm Clip enabling the bottles to be hooked on “your bag, your phone case or even your outfit.”
“’Free the Nip’ is (our) tongue-in-cheek social campaign wrapper that reimagines the classic ‘nip’ or ‘shooter’… as something playful, stylish, and
portable,” Kathleen Braine, chief marketing officer of Calabasas Beverage Company told Marketing Daily. “We saw an opportunity to position Minis as part of the ‘little treat
culture,’ where consumers are embracing small, joyful indulgences. By turning 818 Minis into a limited-edition bag charm and highlighting them as both functional and fashionable, we’re
tapping into broader cultural trends around aesthetic-driven branding and lifestyle accessories.”
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Videos via the brand’s Instagram platform, seen here, depict the minis showing up in unusual ways in unlikely locations, such as clipped to influencers’ bags and bikinis at the beach and
while grabbing coffee.
“We’re reimaging minis as a lifestyle accessory and conversation starter, showing up clipped to a bag at a party, in a Get Ready With Me (social media)
moment or alongside a cocktail flight. The goal is to meet consumers where they are, both online and in real life,” added Braine.
The new mini bottles will be available at national
liquor retailers beginning in September in both the brand’s Reposado and Blanco varieties for $4.99 and $3.99 respectively.