Mount Gay Places a Premium on Assignment

Clockwork’s Job Is to Create a Quality Brand Position for the Rum
ATLANTA-Clockwork Advertising here, which handles some project work for the Coca-Cola Co., last week added the rum.
The agency bested one other shop-Greg Hoyos & Associates of Bridgetown, Barbados-to secure the international creative assignment of Mount Gay Rum. The brand is produced under the aegis of Mount Gay Distilleries and Remy-Amerique.
Clockwork will be responsible for all consumer, trade and outdoor creative production on the brand. Media for the $500,000 account is placed by the client.
The business had been with The Blum Group in New York.
Both Hoyos and Clockwork have completed various assignments for Mount Gay, which was their entree to the pitch. The Atlanta shop also handles another Remy brand, Don Julio Tequila, as well as project work for Mount Gay Extra Old and Piper-Heidsieck champagne.
“We’ve been working with Remy on Don Julio for about two years,” said Clockwork president Andrew Montgomery. “The brand director for [the tequila] was also on Mount Gay and oversees all the distilled spirits. We did a strong job for Don Julio, he liked our size and felt we could do a good job [on Mount Gay].”
Montgomery said that in the two years his agency has handled the client’s premium tequila it has also been making a run at the Mount Gay brand. That apparently paid off as the shop was fully prepared to pitch.
“They asked for full creative presentations with a strategy they developed,” Montgomery said. “Now they want somebody to execute it.”
While Clockwork officials would not disclose specifics on the advertising campaign, which will break next month, Montgomery did say the client wants to position the Mount Gay brand as a premium rum. The company’s thinking, he added, was that other spirits (scotch, bourbon, vodka, etc.) all have premium offerings, but rum does not.
“There just isn’t one in the rum category,” he said. “Bacardi did a great job of establishing the category, but no one has offered up a premium brand.
“People who start off drinking rum in their early 20s leave when they get older . . . They’re looking for something a little better.”
“We’re confident [Clockwork] will be instrumental in bringing Mount Gay Rum to the next level in the years to come,” said client official James France.