Agency: Publicis.Sapient
Objectives
Patrón created the category of premium tequila by using a small batch, traditional handcrafted process. But instead of being lauded for their heritage and craft, the brand was being perceived as a status symbol. High-end bartenders and spirit connoisseurs were snubbing the spirit for being low-brow and too mainstream. While we sold a lot of shots, we were quickly reaching the edge of our growth potential.
To change this, the world needed to know how Patrón delivers on their promise of the best tequila in the world, but we realized we weren't doing much to educate...