To make challenger brand, RedLeg Rum, the go-to spiced rum for key on-trade players and consumers alike, LUX was tasked with telling the story of this easy-going Caribbean spirit; minus the tired tropes of tiki-dens and drunken sailors. As part of boosting awareness, it was vitally important to increase engagement among under-25s; a key ‘proof point’ for prospective on-trade stockists who were key to the brand’s growth strategy.
With a two-pronged target audience of consumers under 25 and on-trade decision makers, Instagram was going to be key. Here, the scope for dialling up brand recall among consumers is huge; not least inspiring mixologists with bar-friendly cocktail recipes. After all, 83% of Instagrammers say they use the channel to discover new products.
We told the story of RedLeg through the proposition ‘Made for Social Creatures’, a sentiment that resonated with those on both sides of the bar. Our expertly styled drinks photography and lifestyle imagery demonstrated RedLeg’s versatile credentials for on-trade while a series of Instagram-worthy cocktails and culturally relevant hashtags showed consumers how RedLeg Rum could fit into their lifestyle. An easy-going rum – easy to find, easy to drink and easy to mix. Talk about a triple measure of success.
In just three months, we'd achieved bringing RedLeg Rum out of its shell, smashing through the campaign KPIs with our dual-purpose content to secure a legion of fans on both sides of the bar.
Increase in Instagram followers
Increase in impressions among bartenders
Increase in engagement among under 25s
positive sentiment amongst target bartenders
27 Maritime Street Edinburgh