Dive Temporary:
- Zacapa, a Guatemalan premium rum through which spirit big Diageo has a 50% stake, will launch its first-ever world inventive marketing campaign Thursday (Dec. 21), Advertising and marketing Dive can completely share.
- “Lips to Soul” highlights the rum’s woman-centric method. The marketing campaign, which was created in partnership with inventive company ForceMajeure and supported by The Whale Productions, showcases what it feels prefer to drink Zacapa, a rum overseen by grasp blender Lorena Vásquez, one of many few feminine grasp blenders on the earth.
- Along with the hero spot directed by Caroline Koning, “Lips to Soul” will probably be supported by out-of-home media, 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 lift the profile of Zacapa by means of a world inventive 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 world marketing campaign — it is an enormous second for our model, throughout a time when ultra-premium and luxurious rum is driving nearly the entire progress throughout the class,” stated Christina Choi, senior vp, Diageo, in an announcement.
“We needed to faucet into the buyer need for depth, and produce to life that immediate sensory connection that folks really feel after they strive Zacapa. We imagine there isn’t any higher feeling than being shocked by experiences that seize our imaginations and spark a way of marvel in us,” the chief continued.
The 30-second spot juxtaposes photos of a mannequin having fun with the rum with ones displaying Zacapa being poured right into a cocktail tumbler, a bottle because it’s wrapped in a handwoven band of petate and a bunch of mates having a drink collectively. The video is narrated in each English and Spanish.
Extremely-premium rum has seen a 17% compound annual progress price over the previous three years, whereas premium rum has seen a 17.8% enhance, per mixed Nielsen/NABCA information for the interval July 2019-June 2020 by means of July 2022-June 2023 cited within the press launch. Diageo has been prioritizing capturing the premium market, a method 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 girls shoppers. Notably, Johnnie Walker, a Diageo blended Scotch whisky, runs a “First Strides” initiative devoted to girls empowerment. Activations included mixing an anthem for U.S. girls’s soccer group, Angel Metropolis Soccer Membership.
Correction: This text has been up to date with the proper launch date for the marketing campaign — Thursday, Dec. 21 — and to mirror that the girl featured within the marketing campaign is a mannequin and never grasp blender Lorena Vásquez.
