Marking Jamaican Independence Day on August 6, Appleton Estate Jamaica Rum, the only premium rum crafted in the heart of Jamaica, unveiled its new brand campaign, “From Jamaica With Love.” This is the first marketing campaign from the brand’s new creative agency of record, San Francisco’s ARGONAUT, which invites consumers to explore the raw beauty of the world beyond their every day.
For more than 265 years, Appleton Estate has produced a premium, quality Jamaican Rum. From cane to cup, Appleton Estate owns and manages each stage of the production process at the Appleton Estate in the Nassau Valley. This valley, also known as ‘Cockpit Country’ located in the St. Elizabeth Parish of Jamaica, was formed 12 million years ago, providing a fascinating terroir of unique limestone hills, rich soil and deep, clear springs, imparting a unique character to the rums of the Appleton Estate Jamaica Rum portfolio. “From Jamaica With Love” encourages consumers to venture off the beaten path and explore beyond the beaches to find the heart of Jamaica, the true Jamaica well beyond the stereotypes.
“Appleton Estate Jamaica Rums are carefully hand-crafted in the lush, sun-drenched Nassau Valley, which has superb natural resources that contribute to the defining essences of our award-winning rums’ taste and character,” said Andrew Floor, Senior Marketing Director, Dark Spirits at Campari America. “This new marketing campaign allows us to offer consumers a window into an authentic Jamaica — a Jamaica that delivers rum with a distinctive, rich and complex flavor found nowhere else in the world.”
“In order to be successful with this campaign, we made it a priority to send a team to Jamaica to experience first-hand the splendor of Appleton Estate and the Nassau Valley to capture the authenticity of Appleton Estate Jamaica Rum,” said Jordan Warren, President, ARGONAUT. “As a result, the ‘From Jamaica With Love’ campaign gives a glimpse into the people, the beautiful Estate and the unique methods that create the only premium rum from Jamaica.”
Authenticity is the lifeblood of the Appleton Estate: from the meticulously cultivated sugar cane that is grown and harvested on the property, to the deep, sparkling blue water source; to the artful blending by Master Blender Joy Spence — the industry’s first female master blender.
Appleton Estate Jamaica Rum unveiled the new marketing campaign on August 6, a day of national pride for Jamaicans, as they celebrate the big, bold spirit of their country on Jamaican Independence Day. The “From Jamaica With Love” campaign depicts images and videos of the authentic, undiscovered Jamaica, the soulful Jamaican people and the craftsmanship in the brand’s unique cane to cup production process. Each image prominently features intriguing and authentic Jamaican patois phrases, such as, “Everything Come From Scratch,” and “A Shut Eye See Nothing New.”
In the video “Anthem,” a variety of scenes showing the physical splendor of Jamaica, the Jamaican people’s unwavering sense of optimism, and the passion for producing Appleton Estate Jamaica Rum with time-honored and unique traditions, are all portrayed with special music that comes from an unexpected place. During a visit to the Appleton Estate’s cooperage, where barrels are made, two gentlemen responsible for hammering the rum barrels to seal them offered to play a song using their hammers and barrels. The two men began playing in perfect unison, which was captured on video.
As Brushy One String, one of the most innovative and charismatic musicians in Jamaica, listened to the beat for the first time, he immediately wrote the corresponding lyrics that are heard in “Anthem.” The videos will be part of a digital execution through a partnership with Sharethrough, and can also be seen on the Appleton Estate Jamaica Rum YouTube page.
“It’s rare to find a brand with such a rich and deep story waiting to be told,” said Hunter Hindman, Chief Creative Officer, ARGONAUT. “All we had to do was show up and turn the cameras on. The rest revealed itself to us as we pushed deeper into Jamaica’s rich interior and found the birthplace of Appleton Estate Jamaica Rum.”
The campaign creative will be released in out-of-home, print and digital executions. In addition to the digital partnership with Sharethrough, out-of-home will appear in key markets including Austin, Texas, Atlanta, Miami, Portland, Ore. and Columbus, Ohio.