Bacardi has rolled out another marketing initiative for its Patrón tequila brand that addresses what the company believes are challenges around labelling the spirit accurately.
The ‘Censored Truth’ campaign follows on from an earlier Patrón activation this year that placed emphasis on its three ingredients – weber blue agave, water and yeast – in a move designed to educate consumers. The latest push encourages tequila drinkers to “read between the lines” as the brand claims it is difficult to “communicate openly that their tequila contains no additives”.
The campaign will include redacted visuals (as above) in out-of-home adverts in “select US markets”, including Atlanta, Cleveland, New Jersey, New Orleans and New York City. Patrón will also bring the activation to this year’s Tales of the Cocktail trade and consumer event in New Orleans between 20 and 25 July.
“Currently, the tequila industry permits the use of additives under 1% in the formulation process for 100% weber blue agave aged tequilas, without requiring disclosure on bottle labels or in communications,” the company said. “Patrón is not challenging that fact, but instead, is championing the ability for producers, like themselves, to communicate freely that they choose not to add other ingredients to their tequila.”
Bacardi has recruited a clutch of actors in recent marketing moves for its brands: Sophie Turner collaborated with St-Germain, Zoe Saldaña with Grey Goose and Jonathan Bailey for Martini.
