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Campari unveils first major Appleton Estate Rum campaign
Gruppo Campari has announced the first major new marketing campaign for Appleton Estate in the US since acquiring the distribution rights for the Jamaican rum brand last year.
Appleton Estate’s From Jamaica With Love campaign is being rolled out in the US now
Titled From Jamaica With Love, the campaign highlights the brand’s personality and terroir through a series of out-of-home, print and digital executions, including a bespoke music video set to the beat of Appleton Estate’s coopers.
It is the first major US marketing push for Appleton Estate since brand owner Gruppo Campari acquired the distribution rights from Kobrand in 2013 for US$20m.
The campaign was officially announced on 6 August to mark Jamaica Independence Day, a date previously commemorated by Appleton Estate with the launch of the world’s oldest commercially-available rum in 2012.
The From Jamaica With Love campaign features images and videos of the “authentic, undiscovered Jamaica”, its people and the craftsmanship behind Appleton Estate rum, each of which is accompanied by Jamaican sayings such as “Everything Come From Scratch” and “A Shut Eye See Nothing New”.
Andrew Floor, senior marketing director, dark spirits at Campari America, said: “This new marketing campaign allows us to offer consumers a window into an authentic Jamaica – a Jamaica that delivers rum with a distinctive, rich and complex flavour found nowhere else in the world.”
The video element of the campaign, named Anthem, which has been created in collaboration with Sharethrough, features music and lyrics by Jamaican musician Brushy One String, as well as Appleton Estate’s talented coopers.
The out-of-home aspect will be rolled out to key US markets including Austin, Atlanta, Miami, Portland and Columbus.