The budget-friendly rum category doesn’t have many choices liable to leave the buyer feeling like he’s just bought something artisanal.
If you've been settling into a slower pace of life with Kona beers but want to move on to something stronger, Cruzan Rum might be right for you. Building on last year's campaign, themed "The Don't Hurry," the brand illustrates that its version of relaxation isn't constricted to the kooky metaphorical island from which it hails. Nope, it's all about a state of mind—and whether you're speed dating or playing chess, you've got to kick back and savor life (and rum). The five new spots by ad agency Walton Isaacson are similar to last year's, which highlighted the eccentric air that came with drinking the rum. This time, though, they've swapped spokesmen, promoting the soothing Barry White-esque voiced parrot.
Cruzan Rum welcomes you to "The Don't Hurry," an island paradise where no one is busy, people enjoy zero-kilometer runs and sleep yoga, and every minute lasts 64 seconds. (The brand hails from the U.S. Virgin Islands and is now owned by Beam Inc.) Even the animals are slow, from a rum toting turtle to the national bird—a parrot that talks like Barry White.