Patron Brands
Situation: Patron Tequila was the number one selling ultra-premium tequila. They had been using the tagline “Simply Perfect” for years and wanted the Richards Group, as their new agency to continue to use that line while developing a new campaign and look for the brand. Solution: The campaign took the approach that the relative perfection of pretty much everything else in the world could be debated - except Patron. The really unique thing about this campaign was that each ad was conceived and written specifically for each publication it would run in. We would get intel from the magazines regarding the editorial storylines and themes so each ad could be tailored to each months content. This meant our group was developing quite a few different ads a month. The success of the Patron campaign led to more brands in the Patron portfolio, all "Simply Perfect" in their own way.