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Maxxium UK uses street art for Brugal campaign


By The Drum Team | Editorial

October 22, 2010 | 2 min read

Maxxium UK has retained Billington Cartmell and The Big Partnership to roll out tailored campaign for Brugal rum in Edinburgh, Manchester and London, following the success of its hot housing campaign in Brighton.

Maxxium UK aims to test the benefits of an integrated marketing campaign for the Brugal rum brand on a city-by-city basis, targeting 25-35 year-olds.

Developed by Billington Cartmell Edinburgh, the campaign uses street art to communicate its ‘from the street, up’ platform, which, through the use of street artists, will bring the campaign to life both off-and-online.

The BIG Partnership’s Edinburgh office will oversee the PR campaigns for each city, with a focus on social media use.

Brugal will showcase the local street art on live paintbox installations in the city centres, Street Talk advertising and through regional PR coverage.

In-bar this will be translated into ‘Pimp your t-shirt’ workshops, with consumers who buy a Brugal getting a blank t-shirt to be ‘pimped’ by one of the artists participating in the activity.

Karen Dobie, brand manager at Maxxium UK, added: “The response to the Brugal in Brighton campaign from both consumers and the trade was fantastic. We’re delighted to be working with Billington Cartmell and The BIG Partnership to roll out the campaign.”

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