Bacardi has released details of a worldwide marketing activation for tequila mark Patrón, consisting of an advert overseen by Mexican filmmaker Guillermo del Toro.
‘The Perfect Pour’, which was directed by del Toro, was shot at the Hacienda Patrón in Jalisco in Mexico. The ad debuted yesterday (18 March) in the US during a break in play of a televised NBA basketball game on ESPN ahead of further airings across TV, online video, digital and social channels. Later this year, the spot will feature in “additional markets around the world”.
The sum spent on the campaign was not disclosed.
“‘The Perfect Pour’ delivers a message that hiring an award–winning filmmaker to direct a simple pour shot may seem excessive – but those are the same lengths we go to craft every bottle at Patrón,” said the brand’s global senior VP with Bacardi, Roberto Ramirez-Laverde. “We don’t compromise on our process.”
At the start of last month, Bacardi leveraged Patrón’s sponsorship of the Grammy Awards to promote the brand’s super-premium iteration, El Alto.
