Client: Appleton Estate

Going beyond the expected

We saw that the rum category was cluttered and misunderstood, and that the world of Jamaican rum was lost to preconceived notions.
How to differentiate premium rum, and most importantly the future of premium Jamaican rum, was paramount to the relaunch of Appleton Estate. With a rich history and a unique Jamaican provenance, it has a truly one of a kind story to tell and we need to create a newfound world for people to explore. We introduced a consumer, who is hungry for discovery, to the vibrant world that exists in Jamaica - disrupting the category, carving out a real point of difference and reason to believe : Jamaican Excellence.