Appleton Estate

Appleton Estate asked us to set them apart from other rum brands. Fortunately for us, their spirits are unlike any other in the world. From their rich history to their handcrafted process, Appleton Estate is 100% Jamaican from cane to cup.

Training Tool
In order to help launch the newly rebranded Appleton Estate, we started at the source – bars and liquor stores. We created a responsive website to help educate their distributors on what separates Appleton Estate from other rum brands. To help increase engagement with the site, we created a little friendly competition between the distributors. The more they used the website, the more likely they were to win a one-of-a-kind, custom blend of Appleton Estate handcrafted by their Master Blender, Joy Spence.

Instead of just providing their distributors with another brochure, we gave them an interactive tool that will not only turn them into experts on Appleton Estate, but also rum as a whole.

CCOs: Hunter Hindman & Rick Condos
CTO: Robbie Whiting
Head Developer: John Rito
Senior Developer: Aaron McGuire
Copywriter: Graham Wesley Lewis
Art Director: Ian Karczewski
UX: David Fernandez
Producer: Alex Lee

:15 sec Pre-Roll Teasers
As part of the rebranding process for Appleton Estate, we created a few :15 sec. pre-roll teasers to help drive traffic to our longer form videos hosted on YouTube. The voice of the campaign was established by studying the syntax of Jamaican poetry, patois and through discussions with friends we made on the island.

CCOs: Hunter Hindman & Rick Condos
CDs: Luis Pena & Matt Ashworth
Copywriter: Graham Wesley Lewis
Producer: Kacey Hart
Director: Luis Pena
Post Production: Lost Planet
Music: Brushy One String

OOH

CCOs: Hunter Hindman & Rick Condos
CDs: Luis Pena & Matt Ashworth
Copywriter: Graham Wesley Lewis
Art Director: Ian Karczewski
Producer: Erin Fox
Photographer: Luis Pena
Retouching: Dmax Imaging