Bacardi has launched a fresh campaign in the US for its Patrón tequila brand, which highlights what the company calls its “clean-label” approach.
The ‘100% Additive-Free Tequila’ activation places emphasis on the three ingredients – weber blue agave, water and yeast – in a move to educate consumers. Bacardi is utilising out-of-home advertising across major US cities, including out-of-home presence in Los Angeles and New York City, as well as at “transport hub takeovers”.
According to the brand owner, the tequila industry currently permits the use of additives under 1% in the formulation process for 100% weber blue agave-sourced aged tequilas without requiring disclosure on labels or in communications. However, Patrón CMO Ned Duggan said that “consumers care deeply about what goes into their tequila” and this campaign, which goes live this month, will target those drinkers.
“When your tequila is crafted this well, additives don’t add anything,” Duggan added. “With Patrón, consumers can rest assured that they’re drinking handcrafted, additive-free tequila.”
Earlier this week, Bacardi revealed a packaging update across its Martini portfolio that includes a lighter bottle that “reduces the brand’s impact on the environment”. The company also said it will also extend the ‘Martini Dare To Be’ marketing campaign throughout this year to support the move.
