The 1800
PA-LO-MA
1800 TEQUILA
Project Management/ Creative Content Production/ Campaign Development
The 1800 Tequila Paloma Campaign reintroduced tequila to Australian audiences through the refreshing and versatile Paloma cocktail. Using the creative hook of “Tequila’s Tastiest Word,” the campaign elevated the relatively unknown cocktail into a must-try drink. With engaging hero videos, social-first creative assets, and immersive storytelling, the campaign positioned 1800 Tequila as the go-to premium tequila for modern, discerning audiences.
FMCG / FOOD & BEVERAGE / D2C LIFESTYLE
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As Production Account & Marketing Director, I orchestrated the campaign’s execution from concept to completion, ensuring all elements aligned with 1800 Tequila’s strategic goals. Responsibilities included:
Managing creative production for video, social, and audio assets.
Overseeing media strategy to optimise reach and audience engagement.
Collaborating with on-premise partners to integrate the Paloma cocktail into menus nationwide.
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Local: Australia, targeting on- and off-premise sales channels.
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1800 Tequila Leadership: Approved creative direction and strategic objectives.
Creative Teams: Developed visually captivating video, audio, and static content.
Media Planners: Executed amplification strategies across social and audio platforms.
On-Premise Partners: Supported cocktail integration at bars and restaurants.
PROJECT OBJECTIVES
Introducing the Paloma cocktail as a fresh, approachable serve.
Expanding tequila consumption occasions and encouraging brand switching.
Reinforcing 1800 Tequila’s premium positioning through high-impact creative and strategic media placements.
THE CONSUMER INSIGHT
Australian audiences, particularly Millennials and Gen Z, seek unique, shareable drink experiences. The Paloma, with its vibrant flavours and ease of preparation, perfectly meets this demand while aligning with their discovery-driven approach to socialising.
THE CLIENT AMBITION
To elevate 1800 Tequila as a household name in the premium spirits sector by capturing the attention of Australia’s cool-hunter demographic and driving long-term brand affinity.
My Strategic Approach
The campaign was delivered in two phases:
Hero Creative Phase
Released high-impact hero video assets featuring the memorable hook “Pa-lo-ma,” combining auditory and visual storytelling to captivate audiences.
Used golden-hour lighting and bold, vibrant props to elevate the Paloma cocktail’s appeal.
Recipe Engagement Phase
Introduced recipe-based content to deepen engagement, showcasing the simplicity of crafting a Paloma with 1800 Tequila.
Emphasised a premium yet accessible approach by integrating Fever Tree soda and fresh garnishes.
Execution Highlights
Social Media: Optimised assets for Instagram Reels, TikTok, and YouTube Shorts, targeting digital-first audiences with 15” hero cuts and recipe videos.
Creative Direction: Leveraged dynamic, visually striking props and spontaneous set designs to reflect 1800’s modern energy.
Audio Branding: Introduced Spotify ads featuring the playful, ASMR-style repetition of “Pa-lo-ma,” reinforcing auditory recall.
