Cruzan Rum’s new digital campaign encourages fans to take it slow, incorporating a number of YouTube videos to establish the brand’s message. From the press release:
Deerfield, Ill. United States – May 19, 2014 – Today, Cruzan Rum is bringing “The Don’t Hurry” mindset to its fans with the newest iteration of the brand’s popular digital campaign. The Don’t Hurry campaign, which first launched in 2013 by inviting fans to visit the metaphorical Island of The Don’t Hurry, is now bringing the same mindset to everyday life. Just as Cruzan doesn’t hurry its aging process, the brand encourages fans to slow down and take it all in.
THIS IS THE DON’T HURRY
In a light-hearted but thoughtful way, the new digital campaign, created by Walton Isaacson, shows why it’s important not to hurry through life in two 30-second videos and three 15-second pre-roll videos. The campaign will be supported via social media, digital support, public relations and retail extensions.
“If you hurry through life, you could miss something big, and that’s what we really want people to take away from the campaign,” said Brendan Lynch, Senior Director of Rum & Cordials at Beam Suntory. “We’re often so focused on what’s in front of us that we miss what’s going on around us. It’s important to slow down, take the time to enjoy the best things in life, like Cruzan Rum, one sip at a time – and our fans agree.”
To view the videos, visit: www.YouTube.com/CruzanRum.
SAVOR EVERY SIP
To encourage consumers to adopt The Don’t Hurry mindset in their everyday lives, Cruzan recommends starting with a signature cocktail like the Cruzan Life’s a Peach, made with its newest flavor – Cruzan Peach Rum – along with Cruzan Aged Light Rum and other fresh ingredients.
Cruzan Life’s A Peach
– 3/4 part Cruzan Peach Rum
– 1 1/4 parts Cruzan Aged Light Rum
– 1/2 part Fresh Lime juice
– 8 Mint Leaves
– 1/2 of one Pineapple Ring
– 1 Mint Sprig for Garnish
Method: Add all ingredients to a blender with two ice cubes and blend for 20 seconds. Let it settle for another 20 seconds, then pour into a chilled coupe glass. Garnish with a lightly slapped mint sprig.