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PATRÓN SPIRITS COMPANY

PATRÓN SPIRITS COMPANY. Simply Perfect Campaign . Sara LaMachia Chelsea Letts Michele Manning Timothy Naylor Gianna Valentino. Agenda. Communication Objectives . Marketing Objectives. Creative Strategy. Media Mixology. Legal and Ethical Issues. Communication Objectives.

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PATRÓN SPIRITS COMPANY

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  1. PATRÓN SPIRITS COMPANY Simply Perfect Campaign Sara LaMachia Chelsea Letts Michele Manning Timothy Naylor Gianna Valentino

  2. Agenda Communication Objectives Marketing Objectives Creative Strategy Media Mixology Legal and Ethical Issues

  3. Communication Objectives Switching of Advertising Agencies -The Richard Group  Cramer-Krasselt Growth Opportunity -Cramer-Krasselt statement Handcrafted and Personalized -Overall design concept of campaign

  4. Marketing Objectives Clarify “Simply Perfect” slogan -Secret to Patrón’s tequila Promote premium and most coveted in the world Relay uniqueness, quality ingredients, and consistency

  5. Creative Strategy Position Patrón as an elite brand -Highlight the backstory (of how it’s created) Artistic and Simplistic Design -Simple colors with artistic appeal Uniqueness -Hand crafted bottles, signed and numbered

  6. Media Mixology Television -Debuted on Chelsea Lately and Person of Interest Magazines -Cosmopolitan, Food&Wine, Vanity Fair, InStyle, GQ, Rolling Stone, Travel+Leisure Out-of-Home -Billboards

  7. PatrónTequila: X-Ray

  8. PatrónTequila: Signed and Numbered

  9. Legal and Ethical Issues Ads insinuating sexual content -2007 campaign, racy and shocking “Please Drink Responsibly” -Minute appearances on print ads, not directly stated in TV spots Alcohol Brands in Media -Patrónmentions in popular songs

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