Case Study: Patrón boosts brand awareness and sales with Razorfish's digital brand repositioning

Patron increases sales volume 30% with Razorfish

The customer, Patrón Tequila, faced a challenge in repositioning its digital brand to move beyond a perception focused solely on shots. With limited online engagement and a dated digital presence, Patrón needed to evolve and encourage new ways of enjoying the spirit. To address this, they partnered with the vendor Razorfish for digital marketing and brand transformation services.

Razorfish implemented a comprehensive digital solution, including a website redesign and campaigns like the Margarita of the Year contest and the Patrón Cocktail Lab. They expanded partnerships with delivery services and created branded content such as the 62 Hands film. This work with Razorfish significantly increased brand metrics, achieving 96% awareness and driving a 30% sales volume increase. Patrón recorded its most profitable year and became the world's most-mentioned spirit.

Patron