APPLETON ESTATE RUM
From college hangover to tasting room
FROM CANE TO CUP
TIMELY CONTEXT:
Campari Group was looking to halo its premium rum offering. But millennials had a new definition of “premium.” It was about experiences, not products. And rum was certainly not considered premium by this audience. At best, it brought back hazy memories from college. At worst, a gag reflex.
TIMELESS TRUTH:
Unlike the competition, Appleton Estate rum offered the story of its unspoiled terroir from Jamaica’s Nassau Valley.
ICONIC BRAND:
“From Cane to Cup” made Appleton about a destination instead of a drink.
Custom materials created to target the frontlines, designed to educate bartenders and distributors about Appleton’s premium rum
RESULTS