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When Appleton Estate Jamaica Rum approached us they wanted an ad campaign that was very specific. Appleton Estate wanted young, sophisticated spirits consumers to think differently about rum. They wanted spirits drinkers to know that “you no longer need to mix rum to enjoy rum.” Not an easy task knowing that everyone loves their frozen daiquiri’s and mojitos. After weeks of consuming numerous shots of Appleton, and killing numerous ideas, we finally discovered a new way to show drinkers how to enjoy Appleton Estate Rum, either neat or on the rocks. What really made this campaign idea work was how it visually demonstrated the ideal way to drink Appleton Estate Rum while expressing the high end position of Appleton Estate among other rums. But more importantly, it was fun, just the way a Jamaican rum should be. Rum is fun and should always be fun, even when communicating a more sophisticated and complex spirit like Appleton Estate. When the client gave us the assignment they never said this is the serious rum. They only said this is the rum that should never be mixed.