Patrón thinks its biggest selling point is what's not in its tequila
Patrón found a creative workaround to rules that bar it from using the words "additive free" in its marketing.
Patrón's outdoor advertising campaign emphasizes the absence of artificial ingredients in its tequila, a claim that regulators have previously rejected. The brand is leveraging its regulatory controversy to differentiate itself in a crowded premium tequila market as U.S. spirits sales decline. Patrón's "Censored Truth" campaign uses bleeped and blocked marketing messages that were previously prohibited by Mexico's Tequila Regulatory Council.
The brand is pushing the transparency narrative through large billboards and murals that represent its ingredients and encourage consumers to visit guess-which-tequila.com. Patrón's global SVP believes ingredient transparency could become the brand's marketing advantage, as a recent survey found 61% of U.S. adults want manufacturers to be more transparent about their ingredients.
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