CLIENT
Patron
Perfecting a global tequila brand.
Weʼve worked with Patrón since 2015 and scaled the launch of their
bartender education programme via Perfectionists – a premium cocktail
competition we devised and grew based on our ‘Educatorʼ launch strategy.
THE PROBLEM
Consumers only knew Patrón as an XO Cafe ‘slammerʼ and that association was damaging
the super-premium brand position.
THE SOLUTION
With long term behaviour change in mind, we engaged bartenders in a three year phase of activity before evolving the campaign to influence consumers more directly. Our work encompasses the creation of key brand assets like window displays; the management of Perfectionists
campaigns in key markets; the design and creation of brand guidelines to safeguard the rollout of international initiatives.
There was also a media relations component beyond year one to reflect the growing profile of judges and the prestige of the competition. An eventual billion dollar acquisition by Bacardi substantiated the programʼs ability to rebuild brand equity.
