In the face of censorship that prevents tequila brands from disclosing that they do not use additives, tequila brand PATRÓN has found a cheeky yet defiant method to dodge these external barriers. In its “Censored Truth” U.S. campaign, PATRÓN encourages consumers to “read between the lines” using redacted visuals and blanked out language to hint at the truth or omit information completely to dramatise its battle against industry restrictions concealing its additive-free status.
PATRÓN has always been made using only three ingredients: 100% Weber Blue Agave, water, and yeast; however, external pressures have made it complicated for producers to communicate openly that their tequila is additive-free. This latest campaign follows PATRÓN Tequila’s three-ingredient campaign that communicates to consumers the barriers to transparency. The creative approach of the campaign through bleeped audio, redacted language, and censored ads invites consumers to question what they’re being told and not being told about their spirits.
The spark for this campaign was ignited due to the tequila industry’s permission of the use of additives under 1% in the formulation process for 100% Weber Blue Agave aged tequilas, without requiring disclosure on bottle labels or communications. PATRÓN decided to clap back at this and is championing that its producers choose not to include extra ingredients in their tequilas, giving their consumers what they deserve.
Roberto Ramirez-Laverde, Global Senior Vice President for PATRÓN Tequila, states, “Our tequila is made with just three ingredients, and we think that people deserve to know exactly what goes into their drink. ‘Censored Truth’ is our way of doubling down on that promise – even if you need to read between the lines or we have to bleep out a few words because of efforts to restrict what we can share.”
Highlights of the campaign will include redacted visuals dominating OOH ads in select U.S. markets, such as New York City, New Orleans, Atlanta, New Jersey, and Cleveland, which will encourage consumers to read between the lines and work out the truth. Takeovers will also be put into place at major transport hubs in New York City and Chicago to spotlight the brand’s three-ingredient recipe. Finally, “Bleeeeep” riddled audio ads will mimic the sound of censorship, encouraging listeners to question what is being obscured.
Laila Mignoni, VP Global Communications at PATRÓN Tequila, emphasised, “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. 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 PATRÓN Tequila’s ingredients and process for themselves, so that they can make more informed choices when it comes to what’s in their glass.”
PATRÓN Tequila’s Censored Truth Campaign will be brought to the forefront of the spirit industry at the annual Tales of the Cocktail conference for the global spirits and cocktail community in New Orleans. Throughout July 22nd and 23rd, the spirit brand will be offering exciting immersive industry activations, educational panels and tasting experiences as a further component to this campaign in the hopes of educating key individuals on the transparency of PATRÓN Tequila and the quality that goes into every bottle.
