GLOBAL ACTIVATION FOR A DISRUPTIVE PREMIUM SIPPING RUM
We were challenged to promote 1888– Brugal’s premium double aged rum made for sipping – with a global activation toolkit for on trade, off trade and travel retail.
Most drinkers don’t know that the best rum should be enjoyed neat so we needed an engaging and category disruptive serve ritual to help drive trial and brand growth.
Drinking 1888 is a sensory experience. It’s a unique combination of the perfect location, the perfect temperature and the perfect atmosphere for savouring one of the world’s best rums.
We developed the ‘Sanctuary of Warmth’ as an activation platform to bring the experience of the brand’s Dominican home to life, using heat, light and premium wooden textures throughout.
Rapid cycles of learning helped us test and refine serve and display tools for premium volume and lighthouse accounts. ‘La Linterna’ creates the signature warm serve to match the balmy Caribbean climate – revealing the rum’s complex layers and flavours, and creating a memorable brand experience.
Customer feedback from the internal launch was phenomenal and global orders for stock and activation support were placed immediately, exceeding supply.
Activation is now underway across European markets.