Patrón Tequila
Make every moment Perfect.
People are largely unaware how much work goes into each bottle of Patrón. And even if they do know a little about it, most buyers only associate tequila with a small number of drinking occasions.
It doesn’t have to make sense to be perfect.
Patrón’s agave is cut by hand, roasted for 3 days, mashed by a volcanic rock and distilled in small batches. Even the bottles are each hand-blown and signed. The amount of work for subtle improvements in taste doesn't make sense. So we set out to align Patrón with all kinds of things that don't make sense.
We collected all our work into a rapid-response toolkit, using it to produce hundreds of unique pieces content for sporting events, award shows, live music or social moments.
And we leveraged a close relationship with media to do the same with print.
We ran a logo-less ‘naked’ bottle next to nude athletes in ESPN’s annual Body Issue.
When Zoë Kravitz recreated her mom’s iconic cover, we were on the back.
We turned ourselves into an automotive concept sketch for Robb Report.
And spoke directly to golf aficionados with this Golf Digest back cover.