Challenge
Historically, Black-owned businesses have had a harder time accessing loans and capital; and many Black businesses are more vulnerable now, than ever, given the impact of COVID-19. In fact, the number of working African American business owners have fallen more than 40% amid the Coronavirus — a much steeper drop than other racial groups experienced. 
Campaign
In the midst of the BLM movement, we developed and unveiled the PATRÓN More Than Tequila platform and made a pledge to not be just another black square but instead stand with the Black community, be a part of the solution, and take immediate actions against inequality.

Activations
PATRÓN More Than Tequila Music Series
PATRÓN More Than Tequila” iCR8 Boot Camp
Creative Director
PATRÓN More Than Tequila Music Series
We then launched the More Than Tequila Music Series, a virtual benefit concert series in partnership with the NAACP that provided up-and-coming Black artists a platform to share their voice and celebrate their talents while also driving donations to support Black owned bars and restaurants. Our campaign kicked off Bacardi’s Backing The B.A.R, initiative with the NAACP.
The first IG Live concert featured Grammy-nominated and acclaimed headliner, Rapsody and spotlighted three up and coming Black artists — Cyanca, GQ and Deante’ Hitchcock , took place on October 20th, 2020.
The second IG Live concert featured headliner and Grammy-nominated artist 6LACK and up-and-coming Black artists Kitty Ca$h, BRS Kash and Mereba on December 1st, 2020.

Results

The two concerts garnered over +193 thousand livestream views,+22.7 thousand social engagements, +19M social impressions, 37.9M paid social media impressions, and 879.8 million earned media impressions in lifestyle, music and marketing publications including Earmilk, Essence, Forbes, BET and Rap Up.

Awards

The Innovation SABRE Awards 2021

Shortlist, Best in Online/Virtual Events
Shortlist, Public Service #BLM/Racial Equity

A recap video posted on both Patrón's and Rapsody's social channels.

A recap video posted on both Patrón's and 6lack's social channels.

PATRÓN More Than Tequila” iCR8 Boot Camp
At the current rate of hiring, retention, and promotion, the advertising, media, and marketing industries will not reflect the rich racial diversity currently found in the U.S. until the year 2079.
Source: Leo Burnett
Additionally, in 2019, the U.S. Bureau of Labor Statistics surveyed advertising and promotion managers in the United States and found that less than one percent (0.7%) were Black.
Black professionals make up just 2 percent of the drinks industry despite accounting for more than 13 percent of the U.S. population.
2019, Career report from Seven Fifty Daily; 2019, Census Bureau
Representation matters and now more than ever it is extremely important to keep our foot on the gas as the road to equality is a long one. Collaborating with Marcus Graham Project, we launched the PATRÓN More Than Tequila” iCR8 Boot Camp to invest, create pathways and opportunities for the next generation of marketers. 
In fact, PATRÓN is looking to create a full-time position at Bacardi to be filled by one of the participants who completes the iCR8 Spring Boot Camp sponsored by PATRÓN; this is a first-of-its-kind opportunity for Marcus Graham Boot Camps.  
The Boot Camp will give 12 up-and-coming marketers the opportunity to follow along and contribute as PATRÓN rolls out an initiative that educates on the brand’s storied sustainability efforts. 

PATRÓN will be the first brand from the Bacardi portfolio to work with Marcus Graham Project to ensure it has diverse representation at the table as part of its brand ethos of ‘More Than Tequila.’ 
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