DIPLOMATICO RUM
earned | paid | celebrity | social | digital | pr
CHALLENGE: Create and execute the first-ever, national US integrated campaign for independent premium rum master Diplomático.
ACTION: Enlist Celebrity Chef Michael Symon. Add a bunch of amazing spirits influencers. Create the “Heart of Rum” campaign and craft wicked good content.
A FEW RESULTS
• Drove coverage in consumer outlets (including Rolling Stone, Men’s Journal, GMA/ ABC, Town & Country) that over-index with their current and expanded audiences
• Garnered +703% PR reach vs. 2020, and more traditional media impressions than their five closest competitors combined
• Reached 42% of the “premium spirits” target US audience in year one
• Holistic campaign helped Diplomático expand with current retailers, e-Commerce partners, and hospitality customers, driving 30%+ YoY volume growth, significantly outpacing the general rum category, and making it one of the leaders in premium rum
Diplo Dark & Stormy
Diplo Manhattan
Diplo Daquiri
Diplo Mule
Diplo Espresso Martini
Diplo Old Fashioned
Diplo Mojito
Diplo Negroni