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