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True Rum

Client: West Indies Rum and Spirits Producers Association (WIRSPA)

Bray Leino were appointed by The West Indies Rum and Spirits Producers Association (WIRSPA) to create and implement a €10m ECC funded integrated campaign to promote the Authentic Caribbean Rum category across the UK, Spain and Italy. The campaign focuses on building awareness and understanding of the Authentic Caribbean Rum Marque, a sign of authenticity and quality, through trade and consumer advertising, public relations, online, retailer promotions, experiential and events, extensive bar tender training and consumer sampling activity.

The Challenge
• To create recognition, value and meaning for the ACR marque, the symbol of origin and for WIRSPA which encompasses over 20 Caribbean rum brands.
• Educate the trade to create a positive environment for brand owners to market their products and increase distribution.
• Raise awareness among consumers so they would begin to include Caribbean Rums in their regular drinks repertoire.

The Solution
• Extensive research defined and identified the target audience by their lifestyle and attitudes termed the ‘New Authentics’, encompassing two sub groups the ‘Adventurers’ and the ‘Sophisticates’ who were motivated by authentic experience, personal growth and the acquisition of unique knowledge.
• We based the core creative campaign on the inherent product truth of ‘True Rum’. It’s an idea which reflected the depth of history, honesty and passion behind the production of Caribbean Rum.
• To bring the idea of ‘True Rum’ to life we harnessed the stories and the faces of real people directly involved in the production of our Rum.
• The multi-channel campaign included extensive trade and consumer PR activity, advertising in trade, national press, lifestyle and Caribbean titles; outdoor and on-line advertising aimed at key audiences; numerous trade and consumer events and the creation of the ‘True Rum’ Experience at Vinopolis.

The Result
• Consumer awareness of the marque and the brands included has reached an average of 30%.
• Distribution has grown and all of WIRSPAs rum brands are now more widely available.
• More than half of those consumers who’d seen the advertising agreed that it communicated our desired messages – that authentic true rum from the Caribbean means quality, heritage and expertise.
• We’ve trained nearly 1,500 elite bar tenders in Italy, Spain and the UK and approximately 70,000 consumers have enjoyed the True Rum experience at Vinopolis.

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