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Carmelo Anthony spotlights 1800 Cristalino

18 November 2024 By Rupert Hohwieler

Proximo Spirits-owned 1800 Tequila has tapped former National Basketball Association (NBA) star Carmelo Anthony to front its festive campaign.

The campaign, created in partnership with online delivery platform DoorDash, stars Anthony and focuses on the brand’s cristalino as the ‘perfect gift’ for Christmas.

Anthony is 1800’s brand ambassador.

In the video, the story thread follows Anthony as he considers who to gift bottles of 1800 Cristalino, with the aid of DoorDash.

At the beginning of the clip, Anthony, who has been named an NBA All-Star 10 times, is seen with his personal assistant brainstorming festive gifting ideas. Spurred on by the product’s ‘crystalline design and liquid superiority’, he says “lets send them something special this year – 1800 Cristalino” and places an order of the Tequila on DoorDash through his phone.

As the advert progresses, various friends and associates of Anthony’s are added to the 1800 gifting list, before the clip ends with an anonymous DoorDash delivery of the Cristalino to Anthony himself, who says in surprise: “who sent me one?”

The cristalino Tequila is available on DoorDash starting at US$55.99.

Sitting at 40% ABV, the expression is aged and married together in French and American oak barrels, then rested in Port wine casks. To achieve its crystal clear clarity, its then ‘meticulously filtered’.

We recently caught up with Lander Otegui, Proximo Spirits’ chief marketing officer, who went over the company’s Tequila strategy, singling out cristalino as a category to watch as Tequila continues to premiumise.

Proximo-owned 1800 is the world’s fifth-biggest-selling Tequila brand by volume, according to The Brand Champions 2024 report. The brand grew its volumes by 9.6% last year.