Campaign Imminent: Pernod Ricard taps new creative agency partner for Codigo 1530 (Score 62)

Sales Lead: Codigo 1530, a tequila brand owned by Pernod Ricard (PR), selected Argonaut as its creative AOR, concluding a competitive pitch.

• The agency will focus on driving awareness and brand differentiation with an upcoming campaign.
• PR acquired Codigo in October 2022, which gave the company a more diversified portfolio of tequila brands.
• We predicted that PR would make agency hires when it promoted CMO Colin Kavanagh last month.
• The brand will likely:
  • Continue bolstering spend as it rolls out the new campaign
  • Seek additional brand-specific agency partners
• Target demographic: 
  • Millennials and Gen-X

Recent leadership shifts:

• Codigo's strategy has also been shifting because of its May 2023 appointment of senior creative manager Amir Shafii, who was previously the brand's social media director.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Codigo made its first foray into digital advertising earlier in 2023 and has since then spent around $3.8k on the channel.
  • YTD data: So far this year, the brand has earned approximately 915.8k digital impressions, 61% via desktop display ads and 39% via mobile display ads.
    • Top site destinations for this year's ads include vogue.com (31%), gq.com, pitchfork.com, liquor.com, and teenvogue.com.

Additional agency insights:

• Opportunity: Since agency hires follow one another and PR was already vulnerable to review anyway, reach out soon to offer brand-specific media, PR, digital analytics, experiential, influencer, programmatic, and/or multicutural services.
• Current agency roster (Codigo brand):
  • Argonaut: Creative AOR (September 2023)
  • View PR's full roster here.

Insight Sources: Digital spend insights estimated by Pathmatics.