As part of the rebranding process, we created one :30 and a few :15 pre-roll teasers to help drive traffic to our longer form videos. The voice of the campaign was established by studying the syntax of Jamaican poetry, patois and through discussions with friends we made on the island.
In order to help launch the newly rebranded Appleton Estate, we started at the source – bars and liquor stores. We created a responsive website to help educate their distributors on what separates Appleton Estate from other rum brands. To help increase engagement with the site, we created a little friendly competition between the distributors. The more they used the website, the more likely they were to win a one-of-a-kind, custom blend of Appleton Estate handcrafted by their Master Blender, Joy Spence.
Instead of just providing their distributors with another brochure, we gave them an interactive tool that will not only turn them into experts on Appleton Estate, but also rum as a whole.
CUSTOM TYPOGRAPHY AND WEB ELEMENTS
Our typography and iconography was inspired by the artwork adorning the authentic Jamaican rum shacks.