Justin Timberlake is not one to let the grass grow under his feet. The extremely popular solo artist has launched several “brand extensions” of himself that have been well received by critics and fans. His first new venture was Tennman Records, which began in 2007. Then, in February of 2009, he and best friend Trace Ayala announced William Rast, a clothing line that “is an extension of you.” William Rast not only gained notice, but also received praise from the fashionistas.
His latest venture? 901 Silver Tequila.
901 Silver is either named in tribute to the area code in which Timberlake grew up (Memphis) or for “that moment when your evening ends but your night is just beginning.” The tequila has been reviewed favorably by those who know tequila. According to the NY Daily News:
Timberlake's new tequila, called 901, passed the sip test – and then some – among three New York tequila aficionados with very discerning tastes.
What makes 901 Silver Tequila unique is the method they chose to kickoff the first major promotion. Known as 901at901on901, and translated as 9/01, at 9:01, on www.901.com, it’s an invitation to the public to creatively craft "The Big Idea" to aid the launch of the relatively new brand. The winner will become Executive VP of Big Ideas for 901 Silver Tequila.
In addition to the lengthy job title, the winner will also get a trip to Vegas (round-trip airfare for two, hotel stay and, of course, two tickets to the Justin and Friends concert), VIP access to all parties, $25,000 in “bonus” money, plus the chance to show off his or her creative skills among an elite group of people.
According to Kevin Ruder, President of 901 Silver:
We like to incorporate consumer feedback as part of our normal business practice at 901 Silver. We’ve turned that premise into a contest.
The following video outlines the challenge:
The contest ends on November 30th and the winner will be chosen by a panel of experts on December 4, 2009.