Our job for this global drinks company was to get people in countries on the other side of the World, thinking they worked in offices on the other side of the corridor. With help from a business anthropologist we brought in, we established a tone of voice, attitude and common bond that transcended borders, languages and cultures.

Interrogate the product properly and you will find a point of difference. Brugal Rum is an unusually ‘dry’ rum from a hot, wet tropical country. Spanish speaking countries, where our campaign ran, saw a massive uplift in sales.

Success begets success. Obviously that’s why Edrington came back to us to help them secretly develop and launch 2 unique spirits in the US. Currently in testing and already looking very good – we’ll share more information when we can.