Argonaut created a new campaign for Appleton Rum, entitled “From Jamaica With Love,” launched to coincide with Jamaican Independence Day on August 6th.
The spots celebrate Jamaican culture, as well as Appleton’s Estate Aged Rum, branded as “100 percent Jamaican.” Argonaut’s campaign marks the first by the agency since becoming the brand’s agency of record. In order to capture the authenticity of the brand, the San Francisco-based agency sent a team to Appleton’s distillery in Jamaica’s Nassau Valley to witness the production process first-hand.
“In order to be successful with this campaign, we made it a priority to send a team to Jamaica to experience first-hand the splendor of Appleton Estate and the Nassau Valley to capture the authenticity of Appleton Estate Jamaica Rum,” explains Jordan Warren, president, Argonaut. “As a result, the ‘From Jamaica With Love’ campaign gives a glimpse into the people, the beautiful Estate and the unique methods that create the only premium rum from Jamaica.”
The “From Jamaica With Love” video (featured above), in addition to the two-minute “From Cane to Cup” are part of a digital initiative created in partnership with Sharethrough. The campaign also features print and out-of-home initiatives targeting markets such as Austin, Texas; Atlanta, Miami; Portland, Oregon and Columbus, Ohio. Stick around for “From Cane to Cup” following the break.