LuggerRum
SpicyLugger

Lugger Rum has a rich story to tell. It’s named after the “lugger” ship used by Jack Rattenbury – a Devonian smuggler born in 1778. He went to sea at the age of nine and spent 30 years escaping the navy, press-gangs, privateers, and customs men. When he came ashore, his wet, cold, brow crusted with salt, we like to think a warming rum would have slaked his thirst. Mature, spiced, and aged.

We were tasked with launching Lugger via social channels as part of an integrated campaign. In doing so, we needed to introduce the drink with an interesting serve that would get people’s taste buds going while staying true to the provenance of the product. We worked with mixologists to create the “Spicy Lugger” – a cocktail sure to gain attention. We literally set light to it with flaming spiced icing sugar. We shot a beautiful video of the serve on a dark and brooding beach at sunset in Devon.

Results

We targeted this on social channels to reach our entire potential market of 650,00 people, generated 70,000 views of the video and 6,000 clicks to the Lugger Rum website. This was complemented with 25 pieces of media coverage, putting Lugger firmly on the map. The client was delighted.

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