The Edison Agency were commissioned to lead the creative and strategic process in partnership with the Head of Innovation, for Asahi Lifestyle Beverages and Independent Liquor New Zealand. Our focus was to leverage emerging trends to rejuvenate the category through developing a spiced and golden rum spirit and pre-mixed brand that is differentiated, unique and mass-produced.
THE CHALLENGE
Create a new rum brand and packaging for a global launch and enduring success.
Provide new category of drinkers with the confidence to try a dark spiced rum.
Disrupt the category with a brand not anchored in a maritime or sailing narrative.
SCOPE
Brand Strategy / Brand Position / Naming / Artist Collaboration
Engagement / Packaging Design / Asset Creation
