Beam Global Spirits & Wine and Cruzan Rum announced a new ad campaign that showcases the U.S. Virgin Island of St. Croix, its people and the legendary rum that has been made there since the 18th century. The Legendary Rum of St. Croix will be brought to life in out-of home media buys with a focus on Florida, Texas, New York, New Jersey, Seattle and SoCal.
The Legendary Rum of St. Croix campaign officially kicked off during a Dave Matthews Band concert at the Cruzan Amphitheatre in West Palm Beach on 8/14. Attendees viewed campaign signage, purchase “Legendary” Cruzan cocktails and played the Bimini Ring Game, a traditional Caribbean pastime, throughout the amphitheatre. A steel drum band was also on hand prior to the concert.
Fallon Worldwide designed all advertising, point-of-sale and sales tools. Starcom coordinated all OOH media buys.