YOU'VE NEVER HAD RUM
U.S. men who bought luxury products often purchased those products based on something specific about it. When they talked to their buddies about what they bought, they talk more about a specific element of the product than the product itself. We gave them those talking points.
We gave them those reasons to brag to their friends about. Ultimately, this campaign told the story of Santa Teresa 1796 as something different. Something better. Something great. And it will let people know: You’ve Never Had Rum.