1800 Tequila, a brand that claims to be the world's most awarded tequila range, has announced its partnership with Melbourne Fashion Week 2024 as the Official Spirit Sponsor.

The partnership has been brought to life through a campaign developed by independent full-service agency, Awaken.

The campaign, aptly titled 'Stylish taste from Mexico to Melbourne', showcases the fusion of 1800 Tequila’s Mexican heritage with Melbourne’s fashion scene. Proximo Spirits, the company behind 1800 Tequila, activated at three runways with a pop-up bar and photo wall, serving cocktails including an 1800 Stiletto Spritz, a cocktail specifically developed for the event.

Dynamic out-of-home billboards featuring geo-targeted messages have been placed at high-traffic locations throughout Melbourne. Awaken has developed a Melbourne-focused campaign that extends 1800 Tequila’s reach beyond the runway, with targeted digital and social executions.

The campaign also extends to a number of Melbourne’s premier cocktail bars where consumers are invited to discover specially created 1800 Tequila cocktails.

The campaign launched in the lead up to Melbourne Fashion Week. Awaken, a full-service independent media agency based in Sydney, has a client list that includes Armor All, Angostura Bitters, Bushmills Whiskey, Coates, Kraken Rum, Jose Cuervo, 1800 Tequila, Energizer, Panasonic Australia, and Technics.

“Partnering with 1800 Tequila for Melbourne Fashion Week perfectly aligns with Awaken’s mission to elevate brands through creativity and innovation,” said Chris Parker, CEO of Awaken. “1800’s commitment to quality and trend-forward thinking mirrors the ethos of the fashion industry. We crafted a campaign that engages the Melbourne community, at both Fashion Week and around the city to help elevate 1800 Tequila’s profile in the market.”