The Patrón Spirits Company
Simply
Perfect
We brought Patrón’s truth forward — showing that what makes it a cultural icon is not just the party, but the meticulous craft that makes it Simply Perfect.
Challenge
Perfection is woven into Patrón’s DNA. As the agency of record, our mandate was to reassert leadership in ultra-premium tequila by shifting perceptions from “party status symbol” to hand-crafted authenticity — without sacrificing the brand’s unmistakable swagger.
Despite category leadership, Patrón faced authenticity headwinds as craft-positioned entrants reset consumer cues. The brief: evolve the long-running Simply Perfect equity with modern creative that celebrates real craft and resonates in culture. In short, redefine what perfection looks like today.
Insight
Perfection isn’t always logical — it’s the sum of obsessive, human decisions. We can champion Patrón’s hand-made process and educate drinkers, while delivering high-gloss brand moments that feel unmistakably Patrón. Real perfection has the substance to back up what is on the surface.
Strategy
We advanced Simply Perfect into culture through “There’s More to Perfection Than You Think,” a substance-and-style platform that redefined what perfection means for Patrón. The idea was brought to life with proof-driven education and immersive experiences.
Approach
Every element of the approach was designed to elevate Patrón’s credibility as a handcrafted tequila, while ensuring its presence remained as premium and distinctive as its product.
To ground the platform in credibility, we conducted a mix of qualitative and quantitative research across consumers, trade partners, and category experts. Through in-depth interviews, cultural immersions, and survey-based testing, we identified the key perception gap between Patrón’s luxury image and its small-batch process.
From these insights, we developed a set of new audience personas spanning both B2C (experience-driven luxury seekers, authenticity-chasing connoisseurs, and aspirational partygoers) and B2B (bartenders, distributors, and trade advocates who shape credibility at the point of consumption).
These personas became the foundation for targeting, messaging, and channel strategy—ensuring the work spoke with relevance to consumers, while arming trade audiences with the proof they needed to champion Patrón.
Key Deliverables
-
Brand TVC and Live TV Sport Integrations
-
High-Impact Partnerships and Integrations
-
Brand Book
-
Education & Utility Campaign Moments
-
Know Your NOM: interactive tool letting consumers trace any tequila to its certified producer—arming aficionados and reinforcing Patrón’s transparency.
-
Art of Patrón VR (Oculus): an immersive, bee-eye tour of Hacienda Patrón and the hand-crafted process—rolled out on web and at events.
-
-
Digital, Social, and PR Content
-
Experiential
Results & Impact
-
Patrón maintained dominant ultra-premium share (~68%) and category-leading awareness during this period while leaning into authenticity storytelling.
-
Platform expanded the brand’s proof narrative and created culturally-visible brand moments, strengthening the “hand-crafted” association at scale.