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Patrón targets 'bros' and 'knows'

News, 30 November 2016

LOS ANGELES: Patrón, the premium tequila brand, is targeting two broad groups – "bros" and "knows" – as it seeks to connect with its core audiences in distinct ways.

Lee Applbaum, Global Chief Marketing Officer for Patrón Spirits International, discussed this subject at the 2016 Brand Summit organised by Advertising Age.

And in terms of segmenting its audience, Applbaum suggested that the alcoholic drinks line has deliberately "kept it simple" as a starting point.

"We have two consumer groups: We have 'bros' and we have 'knows'," he said. (For more details, read Warc's exclusive report: Patrón builds two audiences with one brand.)

These groups, he reported, are both made up of potential and actual Patrón drinkers, but their attitudes towards luxury brands are very different.

"The 'bros' say, 'My priority is having as much fun as possible in life – I prefer to go where I know I'll have a good time and see the people I like'," said Applbaum.

"The 'knows', on the other hand, say, 'My priority is having lots of interesting experiences. I always prefer doing something new and off the beaten path'."

Drilling down into the characteristics of these different demographics, he continued, reveals that "bros" – a segment, despite its name, featuring men and women alike – like Patrón's sense of style and "swagger".

The "knows", by contrast, value authenticity and are interested to know that the brand is a "small batch, artisanal, handcrafted" product.

Patrón's communications, therefore, must engage both demographics. Two simple examples might be flagging up a new cocktail recipe on Instagram for "bros", and highlighting more premium culinary offerings for "knows".

Applbaum also conceded that the two cohorts have certain similarities – including the fact they are each based around high-earning consumers.

But the crossovers may be far more nuanced, too, meaning its two streams of messaging can have mutually reinforcing effects when needed.

"Like all consumer segmentation, no person really sits in one or the other," said Applbaum. "There's a little 'bro' in all of us, a little 'know' in all of us."

Data sourced from Warc