RumChata | Book Clubbers
You’re probably wondering “wtf is RumChata?” Think of it as that person at a party who’s un-ironically wearing a tropical shirt and seems a little odd but once you start talking to them you realize, “Hey, this person is actually pretty cool, maybe I shouldn’t be so judgy.”
To be less abstract about it, RumChata is a delicious horchata rum. To be painfully blunt about it, RumChata is a cream liquor that blends Mexican-inspired spices, Caribbean rum, and Wisconsin cream.
If that sounds unusual, that’s exactly the point of this campaign.
PRESS
Have Your Unusual was the brand’s first major marketing campaign, embracing the uniqueness of the beverage while encouraging drinkers to toss their usual to the side and go with something different for the night. To take the familiar and make it unfamiliar. The expected to the unexpected. The common to the—well, you get it.
We launched the campaign with “Book Clubbers,” a spot that shows how one seemingly boring book club turns the page in a surprising way, thanks to a particular plot twist. The campaign was also supported by a barrage of eye-catching out-of-home elements (which admittedly was a blast to write).
CREDITS:
Agency: PREACHER Director: Terri Timely
ACD/AD: Aisha Hakim D/P: Jeffery Kim
Sr. CW: Andrew Singleton Editor: Kevin Zimmerman