Client: Appleton Estate

Ask: Elevate the brand to have a more premium feel, centered around an experiential campaign.

Insight: Consumers determine a brand’s place in the hierarchy of value. The most diehard enthusiasts are your best starting point for elevating a product. Rum had a negative association as a binge booze, and we needed to turn it into a sipper.

Concept Summary: Convincing diehards of value means getting face-time. Sippers want an experience, either through cocktails or pairings, so we did both. Teaming up with a cigar connoisseur, we paired higher-end batches with tastefully selected cigars and created an experiential imprint that invited the who’s-who of the cigar world. Then teaming up with mixologists, we developed a cocktail list worth tasting.

Designer: Lee Robinson
Copywriter: Kim Velten