Patrón Tequila has entered into a new collaboration with the Marcus Graham Project to nurture diverse creative talent in an extension of its “More Than Tequila” initiative, which was launched last year to uphold the brand’s commitment to fostering diversity and racial equity.
Working with the Texan nonprofit’s iCR8 Boot Camp, a program that has been providing early career opportunities for Black ad land aspirants since 2009, Patrón will recruit 12 up-and-coming creatives from underrepresented backgrounds to gain hands-on experience alongside its core marketing team.
Slated to begin in April, the Boot Camp will see the dozen young creatives work on sustainability and product messaging for the Bacardi-owned tequila brand, with the stated objective of bringing the bulk of participants on board after the program concludes.
“Our goal is to create a pipeline of full-time hires,” says Adrian Parker, Patrón’s global VP of marketing. “This is the launch of what will be a long-term commitment.”
“The journey to equality is as much an organizational journey as it is an individual one,” he adds, nothing that the brand has long stood for translating its values into change-making actions.