Brief: We were asked to create an inspiring 360˚ awareness campaign for Latin America to give rum drinkers a reason to ‘trade up’ to Abuelo 7 Year Old.

Challenge: The most compelling reasons to trade up are different, dependant of the customers’ level of understanding of rum making, mixology and local market subtleties. We had to create a campaign that connected with everyone, no matter their understanding.

Solution: Purple focused on ‘richness' as our differentiator and lead proposition, developing a creative platform that urged customers to ‘Enjoy all of Life’s Richness’. The campaign is an illustrative and inspirational collection of seven enriching reasons to choose Abuelo 7 Year Old including process, flavour, and possibilities. Brought to life by Martin Smith (Debut Art), the platform also included seven ‘rich’ activation territories to inspire regional marketing programmes.