Most food and beverage brands loudly tout the lack of
additives in their products, from kids’ meals to wine to antibiotic-free beef. But it isn’t so easy for tequila makers to promote what isn’t in their tequila, when their
competitors can say the same -- even if their tequila contains additives.
Patron’s new U.S. campaign, "Censored Truth," created by BBH USA, reveals a little-known fact about the
tequila industry: the use of additives under 1% is allowed in the formulation process for 100% Weber Blue Agave aged tequilas, without requiring disclosure of the additives on the bottle itself.
The "Censored Truth" campaign encourages tequila drinkers to "read between the lines"and recognize what sets Patron apart, even in the face of censorship,” according to the brand. The
campaign promotes Patron’s three ingredients: yeast, 100% Weber Blue agave and water, in a series of online, social, radio and wild postings that use “redacted visuals and
bleeped-out language to hint at the truth,” of the tequila’s additive-free production.
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Creative executions include OOH ads and wild postings in select U.S. cities, including
New York City, New Orleans, Atlanta, and Cleveland; “censored train wraps at major transport hubs like Chicago CTA and “’Bleeeeeep' -riddled audio ads that playfully mimic the
sound of censorship.”
"Our goal with this campaign was to take the challenging situation of being asked not to share our truth and turn it into a creative narrative that resonates with
consumers," said Laila Mignoni, vice president, global communications at Patron, in the announcement. "By deliberately obscuring certain elements and inviting consumers to read between the lines,
we're creating an experience for them to ultimately discover the story behind Patron’s ingredients and process for themselves, so they can make more informed choices when it comes to what's in
their glass."
The brand will host an immersive experience, including educational panels and tastings at the Tales of the Cocktail conference in New Orleans on July 22 and 23.
The “Censored” executions are an extension of Patron’s ongoing three-ingredient campaign, which launched earlier this year. The brand stated that it is not challenging the tequila
industry’s standard but is “championing the ability for producers, like themselves, to communicate freely that they choose not to add other ingredients to their tequila.”