Patron Breaks Through the Tequila Clutter with ESPN Buy
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In conjunction with the launch of a new marketing campaign, Patron Spirits has begun rolling out a series of clutter-busting custom integration units in the late-night edition of ESPN’s “SportsCenter.”
The premium tequila brand is placing 15-second transitional spots at the top of ESPN’s flagship show, targeting broadcasts airing immediately after the NBA Finals and NHL Stanley Cup Final. Designed to showcase Patron’s new tagline (“It Doesn’t Have to Make Sense to Be Perfect”), the spots offer wry commentary on that night’s big game.
For example, shortly after NBCSN’s coverage of Game 4 of the Stanley Cup Final, Patron led off the midnight “SportsCenter” with a nod to Chicago’s 2-1 win over Tampa Bay. The copy that accompanied the synth-scored glamour shot read, “Tonight’s forecast in the Windy City? 0% chance of Lightning.”
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