Patron

Additive Free

Most tequila brands use additives. Around 70 percent of the category. Patron does things the traditional way – using just agave, water, and yeast. When we tried to say additive free, regulators banned the claim. At the same time, the brand was losing share.

Being told you cannot say something makes people want to know it more. Censorship creates curiosity.

Turn the ban into the idea. Use censorship to tell the truth without using the words.

We created Censored Truth. Ads redacted with bold black bars that made people lean in and ask why. Censorship became the visual system.

The story was seeded in press, then activated at Tales of the Cocktail, educating more than 1,500 bartenders. The campaign spread across OOH, print, PR, social and influencers to drive the message through culture.

Results not in the public domain.