The campaign launches with an ‘official’ tourist video that explores the island’s laid-back lifestyle. Consumers will be introduced to the island of The Don’t Hurry through an integrated marketing programme.
The campaign will include PR and retail extensions, robust digital and social media support, local market advertising and a national sampling tour.
“The Don’t Hurry isn’t a physical island,” said Gary Ross, director of rum & cordials at Beam Inc. “It’s a state of mind and a way of life that can and should be enjoyed anywhere. We put a little bit of the islands into every bottle of Cruzan Rum and hope to inspire rum lovers everywhere to embrace the laid-back mentality we enjoy every day, taking the time to relax and find their own Don’t Hurry, wherever it may be.”
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