Breathing new life into a classic brand

The Patrón Spirits Company

Aficionados

A multi-city gallery exhibit, guided presentation and social experience, designed to showcase the “60 hands” involved in Patrón’s handmade production process.

Offer
Live
Office
New York
Launched
November 2015
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3.5k

influencersattended

80%

of visitorshad an improved perception of Patron

4

new productslaunched

200

new cocktailscreated

Idea

A story of perfection

Patrón Tequila wanted to reaffirm to the trade its market leader position in distribution, brand value and overall quality in key markets across the US.

Educating, mentoring, socialising

We created the exclusive Patrón Aficionados program, which hosted mixologists, store owners and bartenders across the US and educated them on Patrón’s artisanal production process. The program told the story of this ultra-premium tequila and showcased that while it is mass distributed, it is not mass made.

Impact

Value for the audience

The audience were able to enjoy and experience rich with content and education, as well as taste from a choice of 200 new tequila cocktails.


It takes sixty hands to make one bottle of the world’s finest ultra premium tequila.


Ed Brown

Chief Executive Officer

Value for the brand

Following the experience, the main value for Patrón came from the improved customer perception of the brand, with 80% of visitors leaving with a more favourable opinion.

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Hello, we're Imagination

We were founded on the principle of Independent Creativity. Independent of mind, spirit and action, we remain free to find the right answers to our clients' strategic, creative challenges. We create experiences that change the status quo.

Challenging category norms creates extraordinary value, helping to grow today's businesses, and reinvent tomorrow's.

We build strategies, develop ideas and deliver at scale. We understand what’s required, from strategy through to the practical, real-world challenges of bringing ideas to life.

Office
London
Launched
February 2021
Awards
Campaign Brand Experience Agency EMEA