Rusty Barrel Rum Campaign
BRUNCH SERVICES
Ahoy Mate!
Introducing Rusty Barrel’s newest range: Premium Caribbean Gold & Spiced Rum—crafted in the Caribbean and proudly Australian-owned
BRIEF
Our task was to launch this exciting new product, establishing its presence in a highly competitive marketplace while driving immediate sales and building brand recognition among both consumers and trade partners.
The challenge lay in cutting through the noise of an already crowded liquor market, where countless established brands and new entrants compete for attention in the rum category.
our approach
The tagline ‘Ahoy Mate’ perfectly captured this dual identity, blending the vibrant, adventurous spirit of the Caribbean with the approachable, down-to-earth camaraderie that Australians are known for.
To drive brand awareness and sales during the launch, we implemented a targeted marketing strategy, combining paid media, email campaigns, and visually compelling creative assets. These were tailored to perform across both paid and organic channels, ensuring maximum engagement.
To build early momentum, we launched a pre-order campaign to our VIP customer database and partnered with trade networks through email outreach, generating immediate interest and setting the stage for a successful product debut.
To build early momentum, we launched a pre-order campaign to our VIP customer database and partnered with trade networks through email outreach, generating immediate interest and setting the stage for a successful product debut.
Outcome
The campaign results demonstrated strong engagement, with high levels of post interactions and comments. The ROAS of 9.69 highlighted efficient media spend and the effectiveness of our overall approach in achieving sales objectives
Return on Ad Spend (ROAS)
9.69
Video creatives were the standout performers in paid media, using motion to capture attention, engage audiences, and drive conversions, reflecting the growing preference for dynamic content.
By combining paid media, organic social, and targeted email marketing, the campaign met its sales objectives while fostering meaningful engagement with both direct consumers and trade audiences.
Results (1 AUG–31 Dec 2024)
9.69
Return on Ad Spend (ROAS)
806,929
Impressions
122,158
Post Engagements
"Brunch became like an extension of our team and family which made working with them super collaborative, fun and – most importantly – easy. The team are creative and knowledgeable – they ‘get’ the liquor industry. Their knowledge and skills make them one of a kind."
