Ozama Rum

Launching a New Era in Dominican Rum.

Insight

The rum category was ready for something authentic.

The rum category had become a crowded room of artificial flavors, sugary gimmicks, and louder labels. While whiskey and tequila evolved into premium icons, rum stayed stuck. We saw an opportunity: a pure, craft spirit that could reclaim the category’s soul and capture a generation searching for something real.

Idea

A multi-city launch celebrating Dominican craft and cultural pride.

We introduced the world to Ozama Rum, founded by MLB Hall of Famer David Ortiz, through a marketing rollout built on cultural pride and premium positioning. We produced four high-impact launch events in Boston, New York City, Miami, and Santo Domingo, carrying the brand from the sugarcane fields of San Pedro de Macorís to the hallowed grounds of Fenway Park. We followed with extensive PR outreach, tastings at rum festivals, influencer engagements, social content, the website launch, and targeted advertising.

41

social media impressions

15

M+

ad campaign impressions

1.16

earned media impressions

72.6

earned media value

IMPACT

On a constrained budget, we achieved remarkable brand awareness and engagement. The work won the HPRA ¡BRAVO! Award for New Product/Service Launch.