Brand Attributes
- Super premium aged white rum
- Color & impurities removed
- Superior taste
- Award winning
- Unique (never been done before)
Creative Direction
- Brand consistency
- Look ‘n’feel ultra premium
- Leader in category (#1 aged white rum)
- Impact (create a buzz)
- Stand out from competitors (not blend in)
Sales Team
Premium Giveaway
Sales Kit: Outside looks like an old leather bound book
Single embossed logo creates intrigue (you want to open it)
Represents “Aged Well” (the heritage of the brand, 147 years old)
Designed to stand out from competitors
Sales Kit: Opening pages tell the Brand Story
Vintage photograph of family portrait
Awards/ratings
Product information etc.
Sales Kit: A secret compartment with custom hip flask
Represents “Not Well Behaved”
Premium Giveaway: Hammered finish hip flask with embossed logo
Creative Direction
Poster
Case Stacker
Table Tent
Drink Menu
Event Bar
Display Stand
Photography: Bottle in a block of ice
Visually demonstrates the product attributes
Color and all impurities removed
Superior taste remains
Poster: Clear Winner (Pure. Clear. Premium.)
CLEAR WinnER
Aged Well, Not Well Behaved
Case Carton: Clean & simple looks ultra-premium
Case Stacker: Clear Winner
Awards/ratings on header & sides
Table Tent: Front & back with three cocktails
Drink Menu: Printed on clear textured plexi-glass
CAL i MOJ i TO
Caliche Rum
Fresh Lime Juice
Agave Nectar
Mint Leaves
CAL i G in GER
Caliche Rum
Ginger Beer
Agave Nectar
CAL i GOLD
Caliche Rum
Fresh lime Juice
Pineapple Juice
Agave Nectar
CAL i L i BRE
Caliche Rum
Coke
Aged Well, Not Well Behaved
CAL i GRA p E f RU i T
Caliche Rum
Campari
Grapefruit juice
Soda water
CAL i DA iq U i R i
Caliche Rum
Fresh lime Juice
Agave Nectar
Event Bar: Ice bar with ice shot glasses
Display Stand: Ice block made from molded acrylic resin with light source
Advertising Campaign
Clear Winner
Trade Ad: Showcases awards/ratings
Clear Winner
CLEAR WinnER
Distributor Truck Wrap: Bottle in a block of ice
CLEAR W inn ER
Airstream Trailer: Bottle in a block of ice
CLEAR W inn ER
Airstream Trailer: Mobile sampling station for events
The bar is open
Billboard: Covered in a sheet of ice
Aged Well, Not Well Behaved
Ice Poster Series: Guerilla marketing creates a buzz on the streets
Rock Poster Series: Guerilla marketing creates a buzz on the streets
Apparel: WOMEN’S TEE SHIRT
FRONT BACK
Apparel: MEN’S TEE SHIRT
FRONT > LOGO ON POCKET BACK
Caliche Rum
Aged Well, Not Well Behaved
Background / Creative Brief
Caliche Rum is the first completely clear aged white rum. All impurities have been removed to ensure the smoothest finish, but retain all the traditional rum flavor and a superior taste.
Our brief was to showcase Caliche Rums unique qualities, and gain awareness as the best in it’s class.
Agency Solution
We created a design that resonated ‘rum’, felt strong, masculine, and stood out on the shelves.
The lead visual, the bottle encased in a block of ice, emphasizes Caliche Rums unique product attribute, a “Clear Winner.”
Roll out included:
- Sales Kit
- Ad Campaign
- Brand Style Guide
- Case Carton
- Truck Wrap
- Point of Purchase
- Apparel
- Mobile Tasting Station
Results / ROI
Rave reviews and praised in the Press. Caliche Rum is named the world’s best aged white rum!
Destileria Serralles in Ponce, Puerto Rico has struck liquid gold again!
“Spear can be counted on to consistently deliver smart, sophisticated and elegant design solutions. A highly strategic thinker who’s able to marry great design with great ideas. A delight to work with; as dependable as rain and completely unflappable.”
David Shavrick, Global Executive Creative Director at Ignition
