1800 Tequilla

This new 1800 Tequila commercial is not one of my favorites, not because I don’t like the tequila but because they are being misleading with the products new feature. They claim that if you turn the bottle upside down it would funnel into the compartment of the lid and you will be able to take the shot out of the lid. I have tried this tequila and found that this process is a lot harder than they show in the commercial. There is a point where you have to take off the lid to take the shot, and at this point you are holding the lid upside down, this will cause you to spill some of the liquor. Notice in the commercial how the cut from the man pouring the shot to having it ready to drink, they cut the film so that you don’t see the time of transfer. They do this cropping because it is more difficult then they make it seem. Also, after you have already poured the shot into the top of the cap, then you have to transfer that amount to a different glass, this is misleading because the way they sell the product makes it seem like you can take the shot after it is poured, but this is not the case.

I think that this new feature is innovative and will get people to buy the product, but then consumers actually try to do it themselves then they would be terribly disappointed in the results they will have. This could bring 1800 a rise in sales but short term but I don’t think that this will cause anyone to re-purchase the product, because of their disappointment of the first bottle they get.

Also 1800 has taken the approach of trying to bad talk the competitor, much like Apple and Microsoft are doing right now. Patron has an image of being one of the nicest, and most expensive, tequilas around. They are calling out Patron for not being as innovative or “hip” as 1800. I think this slander approach to marketing isn’t “right” but I do think that consumers will pay more attention to, and respond to these more and more popular “slander” ads.