Global Strategy


The Challenge

  • Develop and execute a global brand repositioning for Flor de Cana - The Slow Aged Rum to ensure relevance to an international target audience and achieve 1MM 9L case sales by 2015

The Strategy​

  • Re-position brand and develop new marketing communications campaign to appeal to a geographically diverse audience of spirits consumers

  • Revise & update packaging and all brand assets across 7 products and 42 individual sku's

  • Create new Ultra-Premium Rum, $160/btl, to help improve quality perception across range and generate incremental sales volume and revenue

The Results

  • New packaging received universally approved by trade and more importantly, existing Flor de Cana consumers

  • New Campaign was executed across 40 countries with new brand assets distributed via Digital Brand Box for local adaptation and copy translation

  • New Flagship Centenario 25YO Rum, awarded Best Packaging and Double Gold Medal at International Wine & Spirits Competition, San Francisco

  • Sales Volume surpassed 1MM cases by Q1 2016.

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