BRAND PERCEPTION

SCROLL DOWN

BRAND PERCEPTION

PATRÓN HAS BECOME SYNONYMOUS WITH PARTY SHOTS AND IN-DA-CLUB DOUCHEBAGGERY.

AS THE DIGITAL AOR PITCH ASSIGNMENT, PATRÓN ASKED HOW WE WOULD overcome this Perception and LAUNCH "ROCA" (THEIR NEW LINE of HAND-CRAFTED PREMIUM TEQUILAS) TO A MORE SOPHISTICATED AuDIENCE OF CONSUMERS & BARTENDERS.

Creative Director

BRAND TRUTH

WE FOCUSED ON WHAT MAKES ROCA SPECIAL

Our team dug into how Roca Patrón was created... We stood in Jalisco's agave fields, witnessed the centuries-old traditions, shook the hands that crafted each drop and then sampled those results with the master tasters. Behind the perceived brand, there was the real story that nobody knew. We set about telling the story of Roca in ways that would captivate consumers & bartenders.

PITCH CREATIVE

Select Concepts

PITCH CREATIVE

Select Concepts

PRODUCT SITE & STORY

Reveals why Roca is so special and the proper tasting ritual that unlocks every flavor note

EVERY BOTTLE IS UNIQUE

Conductive ink allows each bottle of Roca to tell it's individual story and invites you to become part of it

BARTENDERS RULE

Bartenders will tell their clientele about tonight's special... if we make it easy

CONTENT SERVED

Wood-burned coasters sourced from Patrón aging barrels connect to drink recipes, product videos and social promotions

IN THE MOMENT

Be that special twist in the apps & services our audience is already using, rather than trying to create value in our own

MEDIA PARTNERS

Creating & curating content with the right players

HELP DISTRIBUTORS SELL

New tools enable the sales force to tell the Roca story to bar buyers and track their own performance on incentive & sales goals

WE WERE AWARDED DIGITAL AOR

It was a fun pitch, however the account was destine to be run from another office