Patrón

'The Perfectionists'

We were tasked with positioning Patrón as the UK's number one premium tequila. A tricky one, as most people in the UK see tequila as a shot drink. To shift perceptions and behaviours, we created ‘The Perfectionists’, an integrated on trade and consumer campaign that highlighted the remarkable craftsmanship that goes into every bottle of Patrón. 

We built brand advocacy through 'The Perfectionist's Cocktail Competition', where bartenders across the UK created and served their own signature Patrón cocktail. All finalists enjoyed national recognition through ‘The Perfectionist's Yearbook', with one crowned the Patrón Perfectionist of the Year.

The inaugural UK 2016 competition was such a success that it was rolled out across 30 countries and is still going today.