Launching a new rum range with a 9.69x return on ad spend
BRUNCH SERVICES
Rusty Barrel Spirits is an Australian-owned premium spirits producer with a bold visual identity.
Not your everyday spirits company, Rusty Barrel pairs eye-catching packaging with carefully crafted vodka, rum, and gin, produced using high-quality ingredients, pure Australian water, and a distinctive distillation process.
THE BRIEF
Rusty Barrel Spirits came to us ahead of the launch of their Caribbean Gold and Spiced Rum. The product was strong, the packaging was distinctive, and the brand already had a clear point of view.
The challenge was the category. Rum is busy, with long-established players, frequent new releases, and very little time to make an impression. Rusty Barrel needed a launch that would stand out quickly, drive early sales, and introduce the new range to both consumers and trade in a way that felt confident and considered.
The focus was on building momentum from day one, rather than chasing a short-term spike.
what we did
We worked closely with the Rusty Barrel team to shape a launch approach that balanced brand personality with performance.
The first step was locking in a clear creative idea that could carry the campaign. Ahoy Mate became the anchor. It captured the balance Rusty Barrel does so well: the adventurous, Caribbean influence of the rum paired with an unmistakably Australian tone. This gave us a simple, recognisable way to introduce the product across every channel.
From there, we built a launch strategy combining paid media, email, and content designed to work hard. Video played a key role, allowing the packaging, attitude, and character of the brand to come through quickly, particularly for audiences discovering Rusty Barrel for the first time.
Scope of work
- Campaign strategy and launch planning
- Content creation and creative direction
- Paid media strategy and execution
- Email marketing and database campaigns
- Organic and paid social media assets
THE OUTCOME
The campaign performed strongly across both sales and engagement, while staying true to Rusty Barrel’s long-term brand positioning.
- 9.69x return on ad spend, showing efficient use of media budget
- 806,929 impressions across the campaign period
- 122,158 post engagements, signalling strong audience interest
Video content consistently outperformed static creative, confirming its role in driving attention and conversion for new product launches in this category. Paid media, organic social, and targeted email worked together to generate early sales and introduce the new rum range to both consumer and trade audiences.
The result was a launch that cut through a crowded market, delivered from day one, and set the brand up well for what came next.
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)
9.69x
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
