Lead agency: SapientRazorfish
Region: North America
While Patrón leads the ultra-premium tequila category, the brand was struggling with consumer and trade perception of tequila as a one-dimensional spirit – used for shots or as an ingredient in a margarita. In order to sustain their #1 position in the marketplace and grow share of mind with these key audience segments, we needed to educate on the versatility of tequila and encourage usage of Patrón in craft cocktails.
Hugely successful in the US, it was equally important to think through varied perceptions and usage as the brand sought to increase awareness and sales in international markets.
To measure our success, we sought to increase page views, returning visits and the number of Patrón Skill enablement and interactions.