The Client
The Baron Samedi Spiced Rum is a carefully crafted, supernatural spirit. Spiced Rum is one of the fastest growing categories in spirits. Campari did not have a major play in it and highlighted The Baron Samedi Spiced as their opportunity to tap into the category growth.
The Challenge
Baron Samedi had a unique positioning aligned to one of the Loa of Haitian Voodoo. The brief was to leverage this unique positioning to drive awareness, trials and conversions into the brand. Being up against Sailor Jerry and Captain Morgan the need for cut through creativity was critical.
What We Made
This project really highlights the talent and creativity of our team and several step we take throughout our approach. Every element pushed the boundaries of design.
Think
- In order to create visibility we brought together a cut-through social media campaign supported by a high profile launch party and collaborated with the brand’s PR team.
- Leading on from this, we put in place a clearly developed permanent POP strategy focused on visibility and mystery.
- Our objective was to seed in on premise, once achieve drive through to off-premise. In order to support the off-premise visibility we developed the Baron Trade presenter box, Baron Gift box and the off-location display unit.
Make
- Hand Carved and Hand Blown 3D glassware for on premise
- Hand crafter wooden coffin bottle glorifier for back of bar visibility.
- Hand sculptured 40cm High 3D Baron Face for general venue visibility.
- Baron Trade Presenter box / Gift box for off premise
- Display units for off-premise. Its design as a coffin brought immediate interest
Deliver
- The results were acknowledged when Baron Samedi won the Campari Global Best Brand Launch in May 2017
- Within 9 months Baron Samedi over took Captain Morgan’s market share and reach a distribution of 59% against a forecast of 27%.
- Baron Samedi continues it successful launch with ongoing POP campaigns and a significant execution planned for summer 2017/2018.
