With the demand for premium tequila at an all time high, PATRÓN Tequila set out to disrupt the tequila category yet again with its latest innovation: PATRÓN CRISTALINO.
Through the launch of PATRÓN CRISTALINO, PATRÓN Tequila aimed to drive national awareness and consumer desire around its new ultra-premium tequila while paying homage to the brand's authentic, deep Mexican roots in a modern and forward-looking way. To expand the reach of the launch, the brand set out to create an innovative and unmissable social strategy that would ensure the new offering was in the feeds and on the minds of consumers globally.
To honor the brands heritage and breakthrough the social conversation, PATRÓN Tequila leaned into strategic partnerships with key genre artists, including global music sensation and long-time PATRÓN collaborator Becky G, in a shimmering showcase that made waves across social platforms.
By leveraging a 360-degree campaign, anchored in a digital-first approach, the brand brought talent partnerships, content creation, and an in person experience together in order to strategically reach a wide audience - including both tequila lovers and those new to the spirit. Pushing the boundaries for what a social-led campaign can do, PATRÓN reaffirmed its leader status in the industry with this launch, amplifying PATRÓN CRISTALINO and fueling mass conversations on social to drive consumer interest.
Driving Anticipation and Intrigue Exclusively for Followers
Ahead of the official launch, PATRÓN Tequila implemented a teaser period where a dedicated social takeover visualized natural, crystal elements, teasing fans that something new was on the horizon. PATRÓN unveiled PATRÓN CRISTALINO on socials exclusively for followers to preview the product ahead of the public release.
Showing Tequila in a New Light
Consumers learned how PATRÓN CRISTALINO set a new standard within the category through engaging and inviting social copy and native social features. PATRÓN highlighted the brilliance of the liquid, iconic bottle design, and emphasized how PATRÓN CRISTALINO is a testament to the passion behind the brand and inspired by Mexico’s natural beauty through strategic post copy and in stories. PATRÓN utilized native story features to educate consumers about PATRÓN CRISTALINO in an engaging, dynamic way. This phase was supported through continued product and cocktail focused content, further educating consumers and driving awareness across social channels.
Establishing Connection through our Mexican Heritage
PATRÓN launched a second carefully-curated phase where tequila-enthusiasts were introduced to the synergies between Mexican heritage and PATRÓN CRISTALINO. Consumers saw the integration of PATRÓN CRISTALINO in music through key brand partners and personal moments with MexAm influencers. These synergies became the driving principles and foundation of the PATRÓN CRISTALINO launch event – a shimmering showcase that officially unveiled the ultra-premium tequila and drove significant social conversation and media coverage.
A Shimmering Showcase
The event, held at the iconic Mexican and Mexican-American landmark, Olvera Street, placed Becky G at the forefront of shining a light on Música Mexicana artists. As a longtime member of the PATRÓN familia, Becky selected Gabito Ballesteros and Tito Double P to perform in the showcase. The show-stopping performance marked the first time the three artists were on stage together as they toasted to the future of Mexican music and tequila with PATRÓN CRISTALINO. Once the night had ended, PATRÓN saw a wave of this historic toast moment and experiences from the event across social media - with content from media outlets, talent guests, and influential audience members.
Spreading the Light
PATRÓN shared content across social channels throughout the weekend, to give fans an inside look at every moment. Beginning with a collaboration post with Becky G followed by an event carousel and BTS Reel alongside curated story content, PATRÓN showcased all aspects of the event featuring key brand partners and notable attendees. To bring this content to life, PATRÓN leveraged a nostalgic, trendy creative treatment across social content. PATRÓN highlighted the event on their TikTok account, leaning into trending formats and audios to give fans a behind-the-scenes look at the entire event. These videos acted as an introduction to PATRÓN tier-one events for the TikTok audience – setting an elevated and engaging tone for consumers.
Sustaining the Shimmer
PATRÓN continues to integrate PATRÓN CRISTALINO throughout its content, emphasizing its deep-rooted history and ultra-premium quality, and during key cultural moments like GQ Man of the Year and Becky G’s Otro Capitulo Tour, to further build brand awareness, engagement, and desirability.
The launch of PATRÓN CRISTALINO shined a light on the innovative steps PATRÓN is taking within the industry and gave a platform to Música Mexicana, a genre so important to the brand’s heritage. By partnering with visionary artists like Becky G, PATRÓN put a spotlight on the future of this genre and the tequila that celebrates it.
Social Media Impact
Digital Content Performance