Campaign details
Brand: The Patrón Spirits CompanyLead Agency: Publicis.Sapient
Strategy
Objective
Patrón sought to showcase its versatility and drive sales by asserting itself as the authority on cocktails. Patrón created the category of premium tequila by using a small batch, traditional handcrafted process – something that would seem well-positioned for current trends. But as the cocktail culture took off, people didn't see Patrón as part of that.
Instead of being lauded for their heritage and craft, the brand was stuck being perceived as a status symbol that that took you from 0 to 100 real quick. High-end...