- Zacapa, a Guatemalan premium rum in which spirit giant Diageo has a 50% stake, launched its first-ever global creative campaign Wednesday (Dec. 20), Marketing Dive can exclusively share.
- “Lips to Soul” highlights the rum’s woman-centric approach. The campaign, which was created in partnership with creative agency ForceMajeure and supported by The Whale Productions, showcases Zacapa’s bottling process, which is overseen by female master blender Lorena Vásquez, one in all the few female master blenders in the world.
- In addition to the hero spot directed by Caroline Koning, “Lips to Soul” might be supported by out-of-home activations, primarily Facebook and Instagram paid social media promoting, events and TV in select markets.
As the demand for ultra-premium spirits continues to grow, Diageo is hoping to boost the profile of Zacapa through a global creative campaign that highlights the brand’s woman-centric history. “Lips to Soul” is meant to further position the rum as not only a luxury product, but in addition an empowering and inclusive one.
“We’re thrilled to be sharing this latest global campaign — it’s an enormous moment for our brand, during a time when ultra-premium and luxury rum is driving virtually all the growth throughout the category,” said Christina Choi, senior vp, Diageo, in a press release.
“We desired to tap into the buyer desire for depth, and produce to life that easy sensory connection that individuals feel when they struggle Zacapa. We imagine there isn’t any greater feeling than being surprised by experiences that capture our imaginations and spark a way of wonder in us,” the chief continued.
The 30-second spot juxtaposes images of a model because the rum makes its way through the production journey. After the rum is signed off on, barrels are blended prior to bottling. The spot shows the curved bottles being wrapped in a handwoven band of petate because it is finally enjoyed amongst friends. The video is narrated in each English and Spanish.
Ultra-premium rum has seen a 17% compound annual growth rate over the past three years, while premium rum has seen a 17.8% increase, per combined Nielsen/NABCA data for the period July 2019-June 2020 through July 2022-June 2023 cited in the press release. Diageo has been prioritizing capturing the premium market, a technique that has paid off, with recent earnings reflecting how premium sales are compensating for lower volumes in the corporate’s overall revenue.
Diageo has also focused on reaching out to women consumers. Notably, Johnnie Walker, a Diageo blended Scotch whisky, runs a “First Strides” initiative dedicated to women empowerment. Activations included mixing an anthem for U.S. women’s soccer team, Angel City Football Club.
Correction: This article has been updated to reflect that the girl featured in the campaign is a model and never master blender Lorena Vásquez.
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