Privacy Policy Patrón Shaking things up with Patrón Tequila. Digital Campaign • Experience Design • Content Series How do you make digital feel handcrafted? Background To accelerate growth, Patrón needed to unlock customer perceptions that the brand was only about one thing: shots. With not much of an online following and a digital presence in need of an overhaul, the brand needed to evolve and convince people to enjoy the spirit in other ways. “ Consumer perception of Patrón needed to change. Adrian Parker VP Global Marketing • Patrón Journey For over 5 years, we’ve helped transform Patrón into best-in-class digital marketers. We began by redesigning Patrón’s website into a sleek, user-friendly design. Since then, our breadth of work has ranged from experiences like Patrón Cocktail Lab to The Margarita of the Year contest, a massively successful campaign that saw more than 4 million votes being cast online. We produced 62 Hands, a brand anthem spot that showed the journey of a Patrón bottle from Jimador to bartender to customer – 60 hands to make the bottle, 2 hands to drink it. More recently, we’ve focused on expanding Patrón’s partnerships with delivery and DIY cocktail kits including Drizly, Cocktail Courier, and MikMak. Patrón Cocktail Lab Play Video Patrón Cocktail Lab Cocktail Courier Margarita of the Year competition Play Video Margarita of the Year competition “ We worked with consumers, mixologists and Patrón to build a digital ecosystem and innovation platform that connects, educates and engages. Michelle Whitman Group Creative Director • Razorfish Outcomes We’ve helped Patrón catapult from outlier to the number one most mentioned spirit in the world with an unprecedented level of Brand Awareness (96%), Recommendations (79%), and Brand Loyalty (55%). In 2020, Patrón recorded its most profitable year in the company’s history. Our unique blend of innovation and storytelling has helped drive global demand, increasing overall sales volume by 30% from 2.4 million cases to 3.2 million, making Patrón the experience/digital leader and a top 5 global brand in the alcohol category. Our work is a key piece of the brand’s growth and has led to additional work within Bacardi, notably on Grey Goose Vodka, as we apply our learnings on Patrón to create even more contagious ideas that transform the customer experience. 30% increase in overall sales volume since partnering with Razorfish 4M votes cast in our Margarita of the Year competition #1 Patrón just recorded its most profitable year ever in 2020 “ To be entrusted to work on this collection of Bacardi brands is an honor. Jessie Bloede Sr. Client Partner • Razorfish Awards Patrón Cocktail Lab has won numerous design and UX awards, including: OMMA Award Wearables / IoT Platform MMA The Smarties Winner in Enabling Technologies – Innovation + Mobile Audio Shorty Awards Silver Award in Emerging Platform AME Award Bronze in Products & Services, Alcoholic Beverages Patrón.com has also won numerous design and UX awards, including: Webby Awards Honoree, Best use of photography W3 Awards Best in Show for Branding W3 Awards 6-time winner in: Innovation and Experimental, Mobile, Consumer Goods, Marketing, Food & Beverage Austin ADDY Awards GPS & Location Technology, Website Responsive Design What are people saying? “ Patrón Margaritas to your door for Cinco de Mayo from Cocktail Courier! @FoodingForFun “ I don’t drink but this ad is amazing...I’ll go buy some Patrón and take one for the team. @Klaxz “ Best contest ever! @alisonuncorked (on Patrón Margarita of the Year) See more of our work. Orangetheory Fitness How can the right technology open the door for growth? World of Coke Museum Can an immersive experience help bring an iconic story to life? Porsche Engine Notes Can a sports car become a musical canvas? Pantone Studio App How do you empower the next generation of makers? Batiste Apartments How do you introduce an all-new type of haircare product? Vornado World’s Largest 4K Screen How do you get attention in Times Square? Alfa Romeo Crashing Bimmerfest How do you compete when competitors spend 5x more on marketing? Dove Project #ShowUs How can a brand truly change a systemic issue that impacts women worldwide? Cadillac Rise How do you breathe new life into an iconic company? Denver Botanic Gardens How do you create an exhibit that’s a natural extension of nature? Reinventing Viviscal How do you change the conversation on women’s hair loss from hopeless to hopeful? How can we help? Work with us Black Lives Matter Headquarters 375 Hudson Street Floor 9 New York, NY 10014 Say Hi hello@razorfish.com Social You can always find us on social. ©2021 Razorfish · All rights reserved · Privacy · Terms & Conditions