Overview

Rum often suffers from perceptions tied to casual or low-tier offerings, making it challenging to position it as a premium, sophisticated choice. As Creative Director for this launch, I took a hands-on approach to reshape consumer perceptions and celebrate the brand’s rich heritage and exceptional craftsmanship, creating a campaign that set a new standard for the category.

Approach and Results

I was deeply involved in every stage of the creative process, directing a photo suite that showcased the rum's artisanal production and heritage while working closely with photographers and graphic designers to ensure authenticity. These visuals became the foundation for POS materials, digital campaigns, and marketing assets that positioned the rum as a premium choice. The campaign drove a 25% sales increase within the first year, secured distribution in 150 premium retailers and restaurants within six months. Post-campaign surveys further demonstrated a 30% uplift in consumer perception of rum as a sophisticated spirit.