Rum Raises

Lewis Lazare: While breweries are scrambling to come up with a national marketing strategy to elevate beer’s image among a customer base that increasingly has turned to other drink options, a number of major liquor and spirits brands are positioning themselves as classy alternatives to beer.
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Add Brown-Forman’s Appleton Estate Jamaica Rum to that group. This month the brand is launching a print campaign with the telling tagline “Raise Your Rum.”
The various executions from Northlich Advertising in Cincinnati juxtapose a photograph of a hand lifting a glass of Appleton V/X over various atmospheric background shots, including a jazz player, an upscale patio party and a high-end nightclub.
The copy includes the line: “Sip or mix. But always raise.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.