good times without the fuss
more than one
Admiral Nelson’s Premium Spiced Rum became the “rum for the average joe.” But it has a twist: In addition to its traditional spiced rum, it also offers pineapple, cherry and coconut flavors.
to stand out in the market,
leap agency gave admiral nelson’s
social goals that would:
- Get people to start their rum-drinking experience with Admiral Nelson’s farm/construction culture
- Raise the perception of Admiral Nelson’s in the minds of the consumers
- Distinguish the brand from its competitors
- Retain its loyal followers
party admirals
We included things in our post we knew consumers couldn’t resist: dogs. We morphed the concept of Party Animals to “Party Admiral’s.” But, of course, still showing off dogs.
recipes
Understanding Admiral Nelson’s consumers led us to understanding they’re wanting easy foods, appetizers and sharable recipes to enjoy alongside an Admiral Nelson’s concoction. We created short videos showing easy-to-make and easy-to-share recipes where we knew their consumers would see it, and always right before a tailgate.
rum & joke
Admiral Nelson’s followers were loyal, drinking the spiced rum into well into their dad-years. So we invited two comedians to tell dad jokes over a glass of Admiral Nelson’s spiced rum. And it did not disappoint.
partnerships
We partnered with Barstool Sports to sponsor a few episodes of their bi-weekly 20-Dollar-Chef episodes, wherein Shaun Latham, a comedian, makes $20 recipes fueled by Admiral Nelson.
mattering more
320
%
increase in brand mentions
15
%
increase in share of voice
32
%
increase in organic facebook engagement
13
%
increase in organic instagram engagement
10
%
average engagement rate
19
%
increase in ad recall