The emerging drinker (18-35) was choosing Chairman’s Reserve less and less in comparison to other alcohols with much more 21st Century, millennial focused branding and exciting, aspirational brand engagement, sponsorships and promotions. It was time to update the brand thrust of Chairman’s Reserve for a new age.
Our Research Department did one of the most exciting blind rum taste tests and perception exercises which immediately identified Chairman’s USP as its superior and distinctive taste. This enabled our agency to go bold with a very edgy campaign that had all the under 40 age group buzzing with excitement.
We asserted that there was something unique, deep, intriguing, sexy about those who deliberately choose rum over all other types of alcohol. Something a little more rootsy and rebellious. It is what makes them an interesting, exciting, creative, adventurous person. Most of all we asserted that choosing Chairman’s shows good taste. This direction was not guesswork. It was based on evidence from our research and the brand’s track record of stellar International Taste Test wins. It also coincided with Saint Lucia Fashion Week, the premiere event among the young professional, upwardly mobile market.