Dive Transient:
- Zacapa, a Guatemalan premium rum during which spirit big Diageo has a 50% stake, will launch its first-ever international artistic marketing campaign Thursday (Dec. 21), Advertising Dive can solely share.
- “Lips to Soul” highlights the rum’s woman-centric strategy. The marketing campaign, which was created in partnership with artistic company ForceMajeure and supported by The Whale Productions, showcases Zacapa’s bottling course of, which is overseen by feminine grasp blender Lorena Vásquez, one of many few feminine grasp blenders on the planet.
- Along with the hero spot directed by Caroline Koning, “Lips to Soul” will probably be supported by out-of-home activations, primarily Fb and Instagram paid social media promoting, occasions and TV in choose markets.
Dive Perception:
Because the demand for ultra-premium spirits continues to develop, Diageo is hoping to boost the profile of Zacapa by way of a world artistic marketing campaign that highlights the model’s woman-centric historical past. “Lips to Soul” is meant to additional place the rum as not solely a luxurious product, but in addition an empowering and inclusive one.
“We’re thrilled to be sharing this new international marketing campaign — it is an enormous second for our model, throughout a time when ultra-premium and luxurious rum is driving nearly the entire development inside the class,” stated Christina Choi, senior vice chairman, Diageo, in an announcement.
“We wished to faucet into the buyer need for depth, and produce to life that prompt sensory connection that folks really feel after they attempt Zacapa. We consider there isn’t a larger feeling than being shocked by experiences that seize our imaginations and spark a way of marvel in us,” the manager continued.
The 30-second spot juxtaposes pictures of a mannequin because the rum makes its method by way of the manufacturing journey. After the rum is signed off on, barrels are blended previous to bottling. The spot reveals the curved bottles being wrapped in a handwoven band of petate as it’s lastly loved amongst buddies. The video is narrated in each English and Spanish.
Extremely-premium rum has seen a 17% compound annual development fee over the previous three years, whereas premium rum has seen a 17.8% improve, per mixed Nielsen/NABCA information for the interval July 2019-June 2020 by way of July 2022-June 2023 cited within the press launch. Diageo has been prioritizing capturing the premium market, a technique that has paid off, with current earnings reflecting how premium gross sales are compensating for decrease volumes within the firm’s total income.
Diageo has additionally targeted on reaching out to ladies customers. Notably, Johnnie Walker, a Diageo blended Scotch whisky, runs a “First Strides” initiative devoted to ladies empowerment. Activations included mixing an anthem for U.S. ladies’s soccer group, Angel Metropolis Soccer Membership.
Correction: This text has been up to date with the right launch date for the marketing campaign — Thursday, Dec. 21 — and to replicate that the lady featured within the marketing campaign is a mannequin and never grasp blender Lorena Vásquez.
