We reshaped their brand slogan from “Give conformity the middle finger” to “Resist the usual”, and in doing so brought this brand essence into everything we did. For billboards, we got them created live by Mzansi’s most renowned street artists and had them revealed before consumers eyes on peak traffic routes. Influencers were chosen based on how they resisted the usual in their every day lives and tasked with showing how they do so, and social content was developed to create mass awareness, with education on how to drink our flavoured rum in ways that pushed the brand narrative. 

We also hosted launch events for the brand in Johannesburg and Cape Town which included live tattoo artists and mixologists in bars that mirrored the brand attitude and gave away a custom Dead Man’s Fingers Harley Davidson.