Challenge
For decades some tequila makers have added artificial flavors, aromas, and colors to alter quality and enhance the taste of their products.
PATRÓN has never compromised quality for efficiencies and is one of the only tequila brands that has remained dedicated to a traditional, handcrafted, additive-free production process since the brand’s inception: without altering the smell, taste or color with artificial ingredients.At a time when transparency, authenticity, and clarity are more important than ever, PATRÓN tasked us with telling its additive-free story in a unique way, creating a dynamic consumer-forward campaign, and spreading awareness around transparency during the 2020 holiday season.
Campaign
2020 was the year of the reset. A year of great resilience that made us reassess who and what we want in our lives.
To spread its message of authenticity and transparency, PATRÓN chose a time when people reflect on what really matters to them and recognize those that have stood by their side: the holidays leading into the New Year.
“Toast Your Real Ones with PATRÓN” was born—a campaign honoring the real ones in our lives: those who have supported us and celebrated us through the ups and downs of this year. From your friends to your Patrón tequila, the best things in life don’t sugarcoat it. Real recognizes real.
Production
What's even more real about "Toast Your Real Ones" is how it was produced—authentic, just like PATRÓN Tequila.
What's even more real about "Toast Your Real Ones" is how it was produced—authentic, just like PATRÓN Tequila.
While PATRÓN wanted to use social platforms to share its additive-free story, it was important to do it in a way that felt real. At the heart of the campaign, is a compelling video that spotlights three groups of friends—the real friends of three filmmakers, @luukahh, @pitch__please, and @katharinakraven, in cities across the country, from New York to Atlanta to Los Angeles, and the unique ways they are celebrating the holidays this year: virtually, socially distanced, or living together. The one constant? They all choose PATRÓN tequila to celebrate together—because it's real, just like they are.
To capture the PATRÓN brand's commitment to transparency and being completely free of additives, and keep the video as natural as possible, three groups of friends were filmed simultaneously in real-time. What is on-screen is what was really happening in three cities, at the same time, on a single night. Luka, Julia, and Katharina attended each of the gatherings, simply to capture each celebration. Through their eyes. Through their words. Through their moments together. Through their lens.
The action, the wardrobe, and the interaction among friends were all unscripted and unrehearsed. Even the music of Atlantan @troopbrand was captured live and serves as a bed under the video.
Results
On PATRÓN owned channels, the hero film and three 30-second social cutdowns garnered over 550 thousand video completes, 2.5 million impressions, and over 8.4 thousand engagements.
On PATRÓN owned channels, the hero film and three 30-second social cutdowns garnered over 550 thousand video completes, 2.5 million impressions, and over 8.4 thousand engagements.
Targeting lifestyle, business, marketing and wellness focused media, dedicated outreach and press release generated over +145 million earned media impressions.
Partnering with influencers to act as Real One storytellers across social drove viewership with above industry standard engagement rates, including +203K video views, +429K impressions, +34K engagements and 451 click throughs to site.
Creative Director