PATRÓN Desert

PATRÓN Tequila set out this year with one objective - drive national awareness and desire for its prestige innovation, PATRÓN EL ALTO. Not only did PATRÓN succeed here, it cemented itself within culture by aligning with the right people, at the right places during two iconic festivals - Coachella and Stagecoach. Taking center stage at the buzziest music moments of the year, PATRÓN employed a best-in-class, 360 marketing campaign, including earned and paid media, digital, content development, experiential, strategic partnerships, PR and influence, and more to drive conversation at scale and true desire amongst consumers both on-the-ground and online.

With deep roots in the music industry, PATRÓN authentically transformed Coachella Valley into the PATRÓN Desert, yielding impressive results that extend beyond brand awareness to tangible growth and positive share gains for the business. With competitive brands also activating during festival season, PATRÓN strategically decided to not have a presence on the festival grounds, but rather align with the places/events/people surrounding the festival that would drive buzz, allowing PATRÓN to stand apart:
-Had a major presence at 15 of the most coveted events, with 84k+ PATRÓN cocktails served.
-Partnered with the biggest events synonymous with Coachella - Desert Nights by TAO Group Hospitality and NEON Carnival.
-Created authentic integrations with performers and festival guests including Victoria Monet, Anderson .Paak, Bailey Zimmerman, Shaboozey, Leon Bridges, Tinashe and more.
-Worked with brand friendly and frequent collaborator Tayshia Adams (1.4M Followers) to give social audiences a front-row seat into the PATRÓN Desert. Tayshia delivered an Instagram takeover on PATRÓN channels, garnering 517.9K Impressions across Meta.
-Solidified PATRÓN as the most talked about tequila brand, winning #1 share of voice at 82.8% across PR and social, beating our competitors during a high traffic month.
-Secured 16.4B+ media impressions (1,000% increase YOY) and 160M+ social impressions.

As one of the most successful creative campaigns for PATRÓN, and a true best-in-class example for the industry, PATRÓN more than met its goal to drive national awareness. Surpassing every KPI set for the project, PATRÓN EL ALTO could not be missed during festival season.