Taking a rum campaign to new heights
Ron Abuelo, the award-winning Panamanian rum brand we’ve been working with for over a decade, wanted their latest innovation expression Three Angels to hit new heights.
This elegant 12-year-old rum is finished in extra charred first-fill barrels on the highest racks of the warehouse, where it’s hottest and the wood interaction at its greatest. After the angels have taken their share, the liquid boasts an unrivalled intensity and extraordinary richness.
Our new 360˚ global campaign dramatises the story of Three Angels in the most evocative way possible – from the angels’ perspective. Our epic hero manifesto video used swooping drone footage to show the unique Panamanian landscape and distillery bodegas, telling the production story in a compelling new way.
Global campaign | Social content | Key visuals | Motion
Our other super premium assets, from key visuals to social content, highlight the USPs of this one-of-a-kind rum, from being finished on the highest racks, to the sheer intensity of flavour.
The campaign was delivered globally across print and digital and even launched in an exclusive event at the Panama Canal Museum (which featured stunning angelic trapeze artists). Now everyone wants an (angels’) share of the Abuelo family’s most intense rum.
That’s fascinating…
‘Three Angels’ playfully refers to the "angel's share" — the portion of spirit, or rum in this case, that mysteriously evaporates during the maturation process.
“We’re incredibly proud of this new expression. It reflects Ron Abuelo’s quality and craftsmanship, but also our passion to push the boundaries of rum making – values our partners Purple also put into their work. The result is as beautiful as the story of the rum itself and it has expanded our global presence better than we could have ever imagined.”
Asahi Super Dry
Integrated campaign
Glenfiddich Experimental Series
Product launch campaign