Group
Moët Hennessy
Market
Wines & Spirits
Category
strategy
What comes to your mind when you think about Cuba?
Beyond the clichés of old cars, cigars and parties, there is a much more unexpected and authentic Cuba, like the two sides of a coin. While a famous rum house named after the island capital is the standard linked to the first side, Eminente is the rum brand born from the wild, deep and unexpected Cuba.
Yet Eminente is still confidential on the other side of the ocean, below the radar of the best worldwide rums. A secrecy that prevents the brand from gathering the community it deserves and shine on the map of the best rums.
How can digital help Eminente to assert itself as the most authentic Cuban rum?
Scratching beneath the surface
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Scratching beneath the surface
1.
From an brand platform to an editorial invitation
Based on the brand platform, 1969 imagined an unexpected editorial promise to differentiate Eminente from other brands on Instagram. As the brand celebrates boldness and adventure, our promise is more of a challenge and invitation.
2.
Sparking and rewarding curiosity
This editorial approach gave shape to interactive and original content where we invite the community to take a leap of faith: playing with dominoes, taking a guess, pushing a door, making a choice: everything that makes your (social media) journey unpredictable and unexpected
3.
Making it creative & inspiring
Rum is fun. We played with trends and creative formats like reels to make the brand visible and unique.
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Digital sales
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Impressions
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Interactions on social media
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