GROWING LOYAL ADVOCATES BY centering PURPOSE
Brand: Wray & Nephew Overproof Rum (WNO)
At a Glance
Challenges
Negative product perception
Low consumer awareness
Limited supermarket availability
Campaign Highlights
Event attendance: 16, 500 people
Seen by 24,500,000 people
Sales grew +68% (2010-2014)
Adopted as global best practice, sowing the seeds for current campaigns
brand Challenge
The existing Wray & Nephew consumer was ageing, drinking less often or repatriating to the Caribbean. The 2nd/3rd gen UK Caribbean’s had negative associations relating to alcohol strength, flavour, and being an 'elders' drink, despite having a deep cultural affinity and respect for the brand. The higher alcohol volume also meant the price point was comparatively high due to taxation.
Non-Caribbean UK consumers under 35 were generally unaware of the brand. The brand had limited supermarket stockists but had been seeded amongst the premium On-trade as 'mixologist must stock'. the brand had generated strong equity and was being advocated for by influential bars and mixologists due to the unique product qualities and Jamaican provenance. despite the ‘love’ for Uncle wray, Sales rotation remained slow as a result of low consumer demand.
Solution
Broaden the consumer base beyond the traditional consumer to provide sustainable sales growth for a stagnating brand. The brand needed a cohesive communications platform that engaged and educated the trade and consumers alike to change perception, encourage trial and increase purchase and consumption.
A research project identified WNO as the undiluted flavour of Jamaica, an ‘if you know, you know’ secret of the Caribbean and a source of Jamaican pride, reflecting it's unique vibe. The multi-platform campaign Jamaica Rum Tings featured pioneering DJs, sound systems, cultural icons, film screenings, celebrity chefs, record shops and ‘Wray's Front Room’ - a nod to unique Jamaican interior design!
Benefits
Trade advocacy ambassador program
'Wray's Nephews', a network of expert bartenders delivering brand led training and experiences amongst their peers to transform perception and usage of Wray & Nephew Rum.
Jamaica Rum Tings campaign
Increased consumer awareness and brand consideration by recruiting consumers through the appeal of Jamaican culture; as something that 2nd/3rd gens could own and advocate for, while non-Caribbean’s were able access, explore and experience WNO the at events, in bars, supermarkets and online
Experiences that challenged barriers
Engaging and authentic experiences that provided a platform to Celebrate the influence of Jamaican culture in the UK and challenge the consumption barriers. the campaign invited people from all backgrounds, to enjoy WNO values and jamaican culture together through the music, food, film, design, fashion and not to mention Rum!
Work with Jae
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