MARKETINGDIVE

Kendall Jenner’s 818 Tequila on Monday announced a social media campaign and accompanying product launch meant to tap into Gen Z’s fixation on “little treat culture,” or small indulgences, and bridge fashion with functionality. The efforts are tied to the brand’s celebration of what it bills as 818 Day (Aug. 18).

“Free the Nip” — a cheeky nod to the “free the nipple” movement — reimagines the classic shooter as not only a minibar staple, but a fashion must-have, a direction inspired by the younger cohort’s allegiance to expressive purchases like Labubu dolls and lip gloss keychains. The campaign serves to introduce the brand’s new 818 Minis, which are 50ml bottles of 818 Tequila’s Reposado and Blanco products, and will include influencer activations and content featuring the product in on-the-go scenarios and unexpected places.