Maxxium campaign launched to promote Brugal Rum
Maxxium UK is currently investing a six-figure sum in its summer marketing to promote Brugal Rum.
Two localised campaign have been planned, having already debuted a Caribbean rum shack pop-up bar which debuted at the Bristol Harbour Festival at the end of July. This will now be used at Bingley Music Live just outside Leeds, and will offer festival goers the opportunity to sample the brand.
Supporting activity will include a text message competition offering the chance to win a holiday to the Dominican Republic and 500 promotional kits for on-trade.
Sampling will also see a brand ambassador tour each of the two cities to roll out in-bar sampling at 21 outlets, while introducing customers to Dominican pastime, dominoes, which is synonymous with the Brugal Rum brand’s heritage.
Marketing agency Because and PR agency BIG Partnership have overseen the activity.
Johna Penman, marketing controller for Maxxium UK commented; “Our campaign is designed to drive rate of sale by allowing consumers to discover Brugal for themselves in a distinctive way. We want to tell our story in an authentic and engaging fashion to create a memorable brand experience."