Kendall Jenner parties with college students to promote her tequila brand

What would you do if you saw Kendall Jenner in a bar? 

I’d probably freak out. And then take a picture. And then freak out again.

But this isn't just a hypothetical situation.

Kendall Jenner is actually taking her tequila brand, 818, on a cross-country college tour.

And this is more than just a promotional campaign. It's a hands-on brand experience. I mean, Jenner has millions of fans. And now, she's engaging with college students, the most sought-after demographic for her brand.

Conventional? No.

Smart? Yes.

But before we unpack why this tour was such a clever move, what exactly is Kendall Jenner's tequila brand is all about?

Launched in 2021, 818 very quickly became one of the fastest-growing tequila brands on the market. Named after the area code of her hometown in Calabasas, the brand is a reflection of Jenner’s personal style and values.

And she had Gen Z in her crosshairs right from the start. 818 uses recycled glass bottles and promotes responsible farming. Of course, this appeals to the high value the cohort places on sustainability.

Plus, you know, it’s Kendall Jenner’s brand. 

So to promote her tequila, she decided to meet these young people on their own turf.

It's no secret college students love to party. Social gatherings and parties are central to the campus experience. Whether it's tailgating at a football game or a frat house party, alcohol naturally fits into these social settings. 

Plus, college is the perfect location for grassroots marketing. Everyone is influencing each other all the time, making it easy for a brand to get noticed organically. 

So by positioning 818 as the go-to tequila for students, Kendall is embedding the brand into the culture of college life. And this tour is all about making her brand a part of these unforgettable experiences. 

But, you see, Gen Z is judgmental. Jenner knew that, if she wanted to make a real impact, it couldn't just be about showing up and snapping a few selfies. Anyone can do that. 

So, what is Kendall actually doing on her tour?

Kendall Jenner, with over 290 million followers, is standing behind a sticky college bar counter, pouring shots into 2-dollar glasses for college students. 

She's also been setting up pop-up stations on campuses. There, students can sample different tequilas and learn about the brand's production process. These events are interactive. They let students try the product and engage with brand reps to learn about 818's sustainability efforts. 

To build on her brand image, this tour has exclusive merch—Jenner has been giving away t-shirts, hats, and shot glasses featuring 818’s sleek logo at her events. The merch creates a sense of exclusivity and builds buzz as students proudly sport their 818 gear around campus.

At some lucky colleges, Kendall has made surprise appearances at exclusive after-parties. This has created a once-in-a-lifetime experience for students. These events are also incredible opportunities for her to make content. Jenner's behind-the-scenes footage and VIP events make the brand feel personal and real for young consumers. It feels within reach.

So, what can we take away from this?

With hundreds of students tagging 818 and Jenner in their posts, the campaign is certainly generating buzz on social media. Hands-on campaigns like this build authenticity and brand loyalty. They create a personal connection that is hard to get otherwise.

Suddenly, you’re in the exclusive group of people who’ve partied with Kendall Jenner.

When you think of shots, you’ll think of 818. When you think about that night that you danced till your feet hurt, you’ll think of 818. When you’re staying up late with your mates laughing about how these are the best years of your life, you’ll think of … 

You got it—818.

Kendall Jenner is pouring out her heart—and her tequila—into these college kids. And it's working!

-Kaavya, Intern