Good Times Are Serious Business: Diplomático Rum’s new global campaign and brand world brings its philosophy to life through the rituals and moments of connection that romance the everyday.
Super-premium spirit Diplomático Rum today unveils a new global brand world and campaign, developed in partnership with New York creative agency forceMajeure.
At the heart of this new chapter is the Venezuelan concept of Buen Vivir — a concept woven into the very fabric of the brand’s country of origin. Buen Vivir is the Venezuelan practice of actively choosing joy in the everyday, bringing warmth and optimism to the moments we share with others.
The brand’s new identity is expressed in a contemporary brand world built around warmth and unpretentious sophistication. Because Diplomático connotes and exemplifies a name that inherently implies a worldly, charming host, the creative opens the doors to the imagined Diplomático Estate, an imaginary space visually inspired by the lushness and decadent sophistication of the brand’s homeland, Venezuela.
Anchoring the relaunch is the campaign concept, Good Times Are Serious Business. The campaign is driven by a simple truth: life feels richer when the little things are given serious thought. From being sartorially on point to finding the perfect flower garnish, it highlights the curated little rituals that elevate the moment with a modern sense of romance.
The launch marks the first coordinated global campaign for Diplomático Rum since Brown-Forman acquired the brand in 2023. Rolling out across the USA and Europe, Diplomático Rum’s key geographic priorities, the campaign spans online video, social media, digital, and BTL, with selected European markets seeing targeted 15-second TVC and OOH placements. forceMajeure worked with production company Whale to shoot the campaign.
“This relaunch brings Diplomático Rum right into the heart of culture,” says Elena Petrov, VP Global Brand Director at Diplomático Rum. “Putting care into elevating life’s little moments is something we take just as seriously as the making of our rum. ‘Good Times Are Serious Business’ reflects how much people value real connection today, positioning Diplomático as the spark for those moments of connection that make life feel richer.”
Pierre Delebois, forceMajeure Executive Creative Director, says: “Diplomático Rum has all the ingredients of a truly distinctive brand: an iconic bottle, an award-winning liquid, and an authentic Venezuelan soul. Our ambition was to translate that into a rich and ownable brand world, and bring it to life through a social-first campaign that captures the spirit of Buen Vivir, making Diplomático Rum not only respected, but desired and remembered. The result is an immersive iconic world built to be warm, and worldly, with care for every detail: from the way Diplomático Rum looks and speaks to the way it hosts and shows up in culture, everything now belongs to one distinctive and cohesive universe.”
Brand elements
The new brand world includes a flexible system designed to build consistency globally, while allowing the brand to adapt to different markets and expressions. The logo has been refined and evolved while staying true to the original identity, maintaining recognition and continuity with the brand’s heritage.
Anchored in Diplomático Rum trademark green, reminiscent of Venezuela’s lush landscapes, the refreshed brand palette helps create environments that feel welcoming and thoughtfully composed.
Secondary colours include Flor de Mayo pink, inspired by the national flower of Venezuela and vibrant architectural details, Diamond green for freshness and off white.
Romie Medium Italic is used as the primary typeface. Created by Claude Type, it combines Diplomático Rum’s brand heritage with elegance and modernity. Cordier Script, by Sharp Type, is used as a secondary typeface and serves as an emotional touchpoint within the brand world.
A broader family of assets brings the world together across different brand expressions. A rectangular frame, ornate frames and a Diplomático Rum Estate wallpaper pattern were developed to reinforce brand presence across all touchpoints, drawing inspiration from the architecture, collected objects and layered interiors of Venezuela’s historic estates.
Source: forceMajeure
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