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."
Similar executions have aired before the "SportsCenter" hour leading out of ABC's coverage of the Cavs-Warriors series, and more spots will appear throughout the summer following ESPN's presentation of "Sunday Night Baseball."
Patron is also buying 30-second units in "SportsCenter," where it is running its new "Perfection is a Paradox" spot. Thus far, the ad has run eight times on various installments of "SportsCenter"; Patron has also bought a unit in Comedy Central's "The Daily Show with Jon Stewart" and five in the Viacom network's presentation of the 2009 theatrical "Couples Retreat."
While late-night and cable for years have been spirits-friendly environments, "SportsCenter" is practically woozy with the amount of tequila ads it carries. Last night alone, no fewer than six tequila spots aired on "SportsCenter" within the space of a single hour; along with three Patron :30s, ESPN also aired a pair of 15-second ads for Tequila Avión and another :15 for 1800 Tequila.
Despite the abundance of agave-themed messaging -- Avión also makes frequent appearances in graveyard and early-morning "SportsCenter" -- Patron's placement at the top of the broadcast helps it break through the clutter.
Patron is working with other networks on similar integration opportunities.
The creative executions represent the first new work from Mullen Lowe U.S.
Buying and planning is handled by Mullen's Mediahub unit. Mullen and Mediahub won the Patron business last November after a review. Incumbent Cramer-Krasselt did not defend the account.
Patron in 2014 spent $42 million on measured media, according to Kantar Media estimates.