Brand Attributes - Super premium aged white rum - Color & impurities removed - Superior taste - Award winning - Unique (never been done before)
Creative Direction - Brand consistency - Look ‘n’feel ultra premium - Leader in category (#1 aged white rum) - Impact (create a buzz) - Stand out from competitors (not blend in)
Sales Team Premium Giveaway
Sales Kit: Outside looks like an old leather bound book Single embossed logo creates intrigue (you want to open it) Represents “Aged Well� (the heritage of the brand, 147 years old) Designed to stand out from competitors
Sales Kit: Opening pages tell the Brand Story Vintage photograph of family portrait Awards/ratings Product information etc.
Sales Kit: A secret compartment with custom hip flask Represents “Not Well Behaved�
Premium Giveaway: Hammered finish hip flask with embossed logo
Creative Direction Poster Case Stacker Table Tent Drink Menu Event Bar Display Stand
Photography: Bottle in a block of ice Visually demonstrates the product attributes Color and all impurities removed Superior taste remains
Lead Poster: Clear Winner (Pure. Clear. Premium.)
CLEAR Winner
Aged Well, Not Well Behaved
Case Carton: Clean & simple looks ultra-premium
Case Stacker: Clear Winner Awards/ratings on header & sides
Table Tent: Front & back with three cocktails
Drink Menu: Printed on clear textured plexi-glass
CaliBar MENU CALI MOJITO
CALI GOLD
CALI grapefruit
CALI GINGER
CALI LIBRE
CALI daiquiri
Caliche Rum Fresh Lime Juice Agave Nectar Mint Leaves
Caliche Rum Ginger Beer Agave Nectar
Caliche Rum Fresh lime Juice Pineapple Juice Agave Nectar
Caliche Rum Coke
Aged Well, Not Well Behaved
Caliche Rum Campari Grapefruit juice Soda water
Caliche Rum Fresh lime Juice Agave Nectar
Event Bar: Ice bar with ice shot glasses
Display Stand: Ice block made from molded acrylic resin with light source
Advertising Campaign Clear Winner
Trade Ad: Showcases awards/ratings Clear Winner
CLEAR Winner
Aged Well, Not Well Behaved ★★★★
HIGHLY RECOMMENDED
“Crystal clear, gently sweet and moderately spicy” F. Paul Pacult Spirit Journal
93 POINTS OUTSTANDING “Smooth and rich with lots of depth”
The Tasting Panel Magazine
★★★★
EXCEPTIONAL RATING “Absolutely stunning” Beo X Magazine
SCORING HIGHER THAN BACARDI SUPERIOR RUM Wine Enthusiast Magazine
ROBERTO SERRALLÉS
Wins Master Distiller of the Year 2012
Distributor Truck Wrap: Bottle in a block of ice
clear winner
Airstream Trailer: Bottle in a block of ice
clear winner
Airstream Trailer: Mobile sampling station for events The bar is open
Billboard: Covered in a sheet of ice
clear winner Aged Well, Not Well Behaved
Ice Poster Series: Guerilla marketing creates a buzz on the streets
Rock Poster Series: Guerilla marketing creates a buzz on the streets
Apparel: WOMEN’S TEE SHIRT
I♥
FRONT
BACK
Apparel: MEN’S TEE SHIRT
FRONT > LOGO ON POCKET
BACK
Caliche Rum Aged Well, Not Well Behaved Background / Creative Brief
Agency Solution
Results / ROI
Caliche Rum is the first completely clear aged white rum. All impurities have been removed to ensure the smoothest finish, but retain all the traditional rum flavor and a superior taste.
We created a design that resonated ‘rum’, felt strong, masculine, and stood out on the shelves.
Rave reviews and praised in the Press. Caliche Rum is named the world’s best aged white rum!
The lead visual, the bottle encased in a block of ice, emphasizes Caliche Rums unique product attribute, a “Clear Winner.”
Destileria Serralles in Ponce, Puerto Rico has struck liquid gold again!
Spear Design Group. All rights reserved. Proprietary & Confidential
Our brief was to showcase Caliche Rums unique qualities, and gain awareness as the best in it’s class.
Roll out included: - Sales Kit - Ad Campaign - Brand Style Guide - Case Carton - Truck Wrap - Point of Purchase - Apparel - Mobile Tasting Station
“
Spear can be counted on to consistently deliver smart, sophisticated and elegant design solutions. A highly strategic thinker who’s able to marry great design with great ideas. A delight to work with; as dependable as rain and completely unflappable. David Shavrick, Global Executive Creative Director at Ignition
”
Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM