"This is the first time we've implemented a fully integrated marketing campaign like this on a national level," Jennifer Long, brand director at The Patrón Spirits Company, tells Marketing Daily.
The basic message: Tequila isn't just for margaritas. "Pretty much any drink you can make with vodka also tastes great using Patrón," sums up Long.
Each of the three drinks -- Patrón Pomegranate, Patrón Grapefruit and Patrón Pineapple -- calls for 1 ounce of tequila and ¼ ounce of Patrón Citrónge orange liqueur, mixed with the juice of choice.
The campaign, launching today, includes in-store displays, recipe shelf-talkers and window displays in select markets; sponsorships of upscale events such as the Aspen Food & Wine Classic; and an on-premise push to encourage bars and restaurants to include these (or similar) Patrón cocktails on their drink menus.
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The advertising campaign will span print (including Elle, Gourmet, Condé Nast Traveler, Harper's, Details, InStyle, Sports Illustrated, Uptown and Canada's Food & Drink); TV (still in the planning stage); and promotions on the brand's main Web site (patronspirits.com) and the Patrón Social Club site (patronsocialclub.com).
The Patrón Social Club is a members-only online community where Patrón aficionados exchange stories and information. Members also receive VIP invitations to branded events around the country.