Awaken the Island SPirit
Encourage rum drinkers to awaken their Island Spirit, simply by enjoying quality moments with a quality Cruzan Rum, all while giving to a good cause.
First, we set out to define Island Spirit, explain what it means and feels like. My mom even put me in touch with a family friend that lives in St. Croix. Some of his quotes are captured in our word map.
changed the way the brand spoke
On social media, we dialed up occasion-based moments, quality of rum and how every purchase can help make a difference. See more posts here.
In-store, Packaging, and more.
We even touched packaging and took a look at how the Island Spirit comes alive inside retail stores and restaurants.