BRIEF:
Who: Primarily males 21-45 who are bar goers and are social.
What: Patron is a delicious premium Tequila; it is hand crafted from %100 pure Mexican Blue Agave.
How: Get product trail through an experiential campaign.
SOLUTION: The Patron Silver Cube
At night we will construct Patron Silver Cubes in various locations within Toronto. People will wake up to Patron Silver Cubes scattered around Toronto; however, they will remain locked for three days in order to build public suspense. After three days the doors of the cubes will open and people will be invited into the cubes from the cold streets of Toronto. The interior of the Patron Silver Cubes will simulate a Mexican beach and bar. Guests will be served Patron Silver Tequila. The experience is designed to launch Patron Silver Tequila as a premium brand.
A Patron Silver Cube in a Toronto alley.
A Patron Silver Cube in Yonge and Dundas Square.
Interior of a Patron Silver Cube.
