Patrón Cristalino

Patrón Cristalino

Brand Strategy

Challenge

Patrón needed help launching their new cristalino tequila in both the U.S. and Mexico market. While cristalino tequilas are quite common in Mexico, they are still fairly new and unfamiliar in the U.S. How can Patrón launch this product in a way that not only aligns culturally with both markets but also associates with the brand’s reputation for creating quality aged-tequila?

Solution

Through research, we determined that while the U.S. market desired more practical educating regarding the unfamiliar product, the Mexican market desired stronger lifestyle portrayals to provide context for the drinking occasion. Additionally, both markets were generally unaware that cristalino was made by filtering añejo (aged tequila) through charcoal. Taking all this into account, we came up with a campaign titled “Aged Tequila in a New Light,” that not only created an immersive and sensory world, but also educated consumers that Patrón Cristalino was essentially a transformed version of its famous aged tequila.