CHALLENGE:
We were tasked with positioning Patrón as the UK's number one premium tequila and shifting the dial on category perception.
INSIGHT:
Most people in the UK primarily sees tequila as a shot drink.
IDEA:
As part of our winning pitch we created 'The Perfectionist', an integrated on trade and consumer campaign which captured the essence of Patrón as a luxury brand. Making a statement about craftsmanship, sophistication and taste.
HOW DID WE DO IT?
Brand advocacy was built through 'The Perfectionist's Cocktail Competition', where bartenders across the UK created and served their own signature Patrón cocktail to be tried and tested by a mystery judge 'The Perfectionist'.
Finalists featured in 'The Perfectionist's Yearbook' enabling national recognition for their cocktail creation.
RESULTS:
YoY sales grew 18% overall, 59% on Silver, 30% on Reposado and 7% on Anejo. The recruitment of entrants to 'The Perfectionist's Competition' delivered a 25% response rate.
CONCEPT:
Chris Townsend
Martin Flavin
Neil Glasspool
Paul Archer
DESIGN:
Richie Graham
PHOTOGRAPHER:
Warren Ryley
AGENCY:
Five by Five