Bush Rum

Bespoke Marketing Strategy Session | Brand messaging and Tone of Voice | Content Strategy | Competitor analysis | Target audience development | Product and serve photography | Marketing strategy and project management | Product launch

The Brief:

As a brand known for Haymans Gin they needed a fresh perspective to launch into a new market for them - Rum. They had their product and branding in place but in the depths of lock-down and on-trade not operating they wanted to take a bold step for them and launch their new product direct to consumers. They had a tactical marketing team in place and needed strategic direction and counsel to best message and launch their new brand.

What we did:

• Bespoke marketing strategy session which researched the drinks industry, the rum sector and competitors to develop a multi-channel marketing strategy.

• Identification of target audience profiles and opportunities.

• Development of brand messaging for the new brand including brand story, mission and values, product USPs, serve, tag-lines and tone of voice.

• Creation of content and marketing strategy including photography development, social templates, website recommendations and blog content.

• Ongoing strategic counsel and project management of a junior in-house marketeer to bring the marketing strategy and launch plans to life.

The Results:

• Hayman’s first D2C product launch utilising digital channels to sell through their own website successfully launched with brand messaging, story telling, tag-lines and photography utilised across all channels.

Doers working on Bush Rum:

• Jess Sims

• Laura West

• Ben Hayes

• Elliot Frey