CREATING A REBELLIOUS NEW RUM EXPRESSION FOR SMOKEHEAD WHISKY

work-frame
Guy & Co work
Guy & Co work
Guy & Co work
Guy & Co work
Guy & Co work

Big challenge

‘What’s the next bold and ‘Not for everyone’ expression to join the Smokehead brand?’ was the brief. We knew that Smokehead’s ability to push the limits of attitude and explore interesting flavour profiles to compliment the big, smoky whisky, would be a part of the answer.


Great thinking

By combining the rum renaissance and our own consumer research, a rum cask finish was the clear winner. The incredible flavours that emerge when Smokehead meets a rum cask cousin are difficult to supress – fiery peat smoke and burnt marshmallows, softened with caramelised fruit.

The new packaging aligns to the disruptive Smokehead DNA, with a black bottle, deep foiled orange skulls and a vibey tin to boot, you know inside lies a raucous torrent of smoky and sweet flavours waiting to get out. The new expression was launched with a Smokehead TV special hosted by Smokehead brand ambassador, Mikey Sim, along with a striking campaign suite of assets featuring a specialist rum bartender.


The results

Smokehead Rum Rebel launched in August 2020 on International Rum Day, to a PR reach of over 37 million global consumers and flying sales in key markets. Here’s to mixing it up with other kindred spirits in 2021

You may also like

SMOKEHEAD WHISKY
SMOKEHEAD WHISKY
GLOBAL BRAND ACTIVATION
BRIGHT SPIRITS GIN
BRIGHT SPIRITS GIN
UK LAUNCH
INNIS & GUNN
INNIS & GUNN
GLASGOW ACTIVATION