Patron Uses AI to Concoct 'Dream Margaritas'
Bacardi's Patron tequila brand encouraged consumers to celebrate National Margarita Day on Feb. 22 with help from artificial intelligence as well as Latin American singer and actress Becky G.
For the days preceding and following the micro holiday, Patron promoted its new AI art tool dubbed the “Patron Dream Margarita” generator, which is currently live and enables users to create the margarita of their dreams. The dedicated site also depicts various recipes for classic and specialty margaritas.
To use the Patron Dream Margarita generator, users are asked to respond to three prompts: their dream location, favorite flavor and garnish. Upon completion, bespoke AI-generated art pieces will appear, integrating responses from the prompts into a personalized Patron margarita image, which users are encouraged to share with friends on social media to enter a sweepstakes. (Bottles represented in the AI-generated images are not true representations of the actual Patron products, per a recent media release.)
As of Feb. 17, for one week, users could share their margarita creations via Twitter or Instagram stories for a chance to win a trip to see Becky G perform in New York. Users were required to include the hashtags #PatronDreamMargarita and #PatronSweepstakes and tag Patron to qualify.
Once posted, users received a direct message from Patron including a link to a microsite to complete the entry.
As AI continues to be a hot topic of discussion in today’s world, Patron said in the release that it wanted to create an AI-powered tool that builds off other recent activations and virtual experiences the brand has offered, including its first foray into the metaverse with the "Summer Made Sensational: A Patron Pop-Up Series" and Patron Chairman's Reserve NFT.
"Innovation is at the core of what we do at Patron, and we're always looking for unique ways to explore new technologies and virtual communities, while remaining authentic to our brand," D-J Hageman, vice president of brand marketing, Patron North America, said in the release.