Censored Truth
The Tequila Regulatory Council decided that 100% additive-free tequila, like Patrón, could no longer claim to be additive-free in its marketing (even though it 100% is). This forced Patrón to pull its entire additive-free campaign, which had only just launched.
We weren’t fans of the lack of transparency, so we found a cheeky way to tell the truth despite being censored: by censoring ourselves.
Our clients took the risk. And it paid off. Patrón’s CMO, Ned Duggan, was later named the world’s most maverick marketer in the Rebel 50 public vote, thanks to the campaign’s success.
The Wall Street Journal “Patrón’s ‘Additive-Free’ Claims Rattled Tequila Regulators. Its New Ads Poke Fun at Their Rules.”
“ That lack of transparency doesn’t sit well with Patrón ”
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