Appleton

 

OBJECTIVE:

Increase brand presence and grow market share by 0.5%.

METHODOLOGY:

Interviews, reports, journals, Stats Canada, documentaries

AUDIENCE:

Cultureblazing, experience seekers. Trendsetters and experience seekers who surround themselves with friends with good recommendations. They're coming into sophistication because they’re moving up in their careers or aspiring to.

THINKING:

Rum isn’t on the minds of the Cultureblazing Experience-seekers unless it’s memories of the young and dumb days where you partied the night away into a morning of hangovers and regrets.

IDEA:

Access to full sensory, un-googlable, cultural experiences is social currency for the Cultureblazing Experience-seekers. Appleton can up the ante by giving them exclusive access to the real Jamaica – diverse survivors who created rootsy and sacred music, food and dark rum that moves the body and soul. 

HOW IT COMES TO LIFE: 
  • Partner with restaurants and influencer/bartenders to provide the real Jamaican food and drink experience

  • Event sponsorship, activations, pop-ups, food trucks

  • Home entertainment and music lists

MEASUREMENT FRAMEWORK:

Sales and net promoter scale

Miami Ad School Planning and Strategy bootcamp team project