Don Q Rum
Don Q, Puerto Rico’s #1 selling rum, came to us looking for a fresh new start. Being in the rum business for over 140 years they were renowned on their home island of Puerto Rico, but as they started to be distributed in the mainland, they needed to reimagine themselves if they were going to compete with the rest of the rum category. We helped them not only craft the Unquestionable campaign, but also gave them a new look and feel to compliment their rollout. We applied this new approach for Don Q on their packaging, social media and TV spots.
credits: my role - CD / Sandy Stein - ECD / Tim mara - SRAD / Matt nevins - SRCW / Eric gilbert - Photography
Branding & Packaging
:15 second TV spots
Print / OOH
Social Media
On-Premise Materials
Don Q Reserva
After we launched their new brand identity and campaign, we quickly were approaching another milestone for the brand. In celebration of their 150 year anniversary, the Serrallés family released an ultra-premium, ultra-exclusive handcrafted rum that celebrated and elevated their rich history – Reserva de la Familia Serrallés. We were given the opportunity to create a luxury packaging design that elevated the rum above the competition and reflected the character and elegance that was inside each bottle. Don Q released 1,865 bottles for $1,865 a piece, in honor of the year Don Juan Serallés produced his first cask of rum. We didn’t just launch a product, we garnered the highest praise from fans and industry professionals alike.
