Bacardi has commenced with an out-of-home element in the US for the latest campaign for its Patrón tequila brand.
The activation, which started to appear in the country late last month, plays on Patrón’s use of three ingredients as the “tequila industry permits the use of additives up to 1% of the weight of the product in the formulation of 100% Weber Blue Agave aged tequilas”. Billboards, murals and “digital kiosks” will feature in cities including Austin, Chicago, Dallas, Los Angeles, Miami, New Orleans, New York and San Francisco.
A “complete takeover” by the brand will run in New York on the shuttle between Grand Central and Times Square stations.
“Most people would never guess that their tequila might contain glycerin, oak extract, sugar-based syrup or caramel colouring,” said the global senior VP of Patrón at Bacardi, Roberto Ramirez-Laverde. “At Patrón, we have used the same three ingredients since 1989 – 100% Weber Blue Agave, water and yeast – and we believe people deserve to know what is in their glass.
“We hope our latest advertising campaign continues to ignite a broader conversation about ingredient transparency across the category.”
The brand owner, which took full control of Patrón in 2018 having bought a 30% stake ten years earlier, has been focusing the tequila’s marketing on the permission to include additives since early last year, centring around the tagline ‘What’s in Your Tequila?’.
