Welcome!

News Feed Item

Appleton(R) Estate Jamaica Rum Unveils New Brand Campaign -- "From Jamaica With Love" -- Revealing the Raw Beauty of True Jamaica

New Agency of Record, ARGONAUT, Develops Creative Platform Leading Consumers Off the Beaten Path to Explore Premium Rum Carefully Crafted in the Heart of Jamaica

SAN FRANCISCO, CA--(Marketwired - August 11, 2014) - Marking Jamaican Independence Day on August 6, Appleton® Estate Jamaica Rum, the only premium rum crafted in the heart of Jamaica, unveiled its new brand campaign, "From Jamaica With Love." This is the first marketing campaign from the brand's new creative agency of record, San Francisco's ARGONAUT, which invites consumers to explore the raw beauty of the world beyond their every day. 

For more than 265 years, Appleton Estate has produced a premium, quality Jamaican Rum. From cane to cup, Appleton Estate owns and manages each stage of the production process at the Appleton Estate in the Nassau Valley. This valley, also known as 'Cockpit Country' located in the St. Elizabeth Parish of Jamaica, was formed 12 million years ago, providing a fascinating terroir of unique limestone hills, rich soil and deep, clear springs, imparting a unique character to the rums of the Appleton Estate Jamaica Rum portfolio. "From Jamaica With Love" encourages consumers to venture off the beaten path and explore beyond the beaches to find the heart of Jamaica, the true Jamaica well beyond the stereotypes.

"Appleton Estate Jamaica Rums are carefully hand-crafted in the lush, sun-drenched Nassau Valley, which has superb natural resources that contribute to the defining essences of our award-winning rums' taste and character," said Andrew Floor, Senior Marketing Director, Dark Spirits at Campari America. "This new marketing campaign allows us to offer consumers a window into an authentic Jamaica -- a Jamaica that delivers rum with a distinctive, rich and complex flavor found nowhere else in the world."

"In order to be successful with this campaign, we made it a priority to send a team to Jamaica to experience first-hand the splendor of Appleton Estate and the Nassau Valley to capture the authenticity of Appleton Estate Jamaica Rum," said Jordan Warren, President, ARGONAUT. "As a result, the 'From Jamaica With Love' campaign gives a glimpse into the people, the beautiful Estate and the unique methods that create the only premium rum from Jamaica." 

Authenticity is the lifeblood of the Appleton Estate: from the meticulously cultivated sugar cane that is grown and harvested on the property, to the deep, sparkling blue water source; to the artful blending by Master Blender Joy Spence -- the industry's first female master blender.

Appleton Estate Jamaica Rum unveiled the new marketing campaign on August 6, a day of national pride for Jamaicans, as they celebrate the big, bold spirit of their country on Jamaican Independence Day. The "From Jamaica With Love" campaign depicts images and videos of the authentic, undiscovered Jamaica, the soulful Jamaican people and the craftsmanship in the brand's unique cane to cup production process. Each image prominently features intriguing and authentic Jamaican patois phrases, such as, "Everything Come From Scratch," and "A Shut Eye See Nothing New."

In the video "Anthem," a variety of scenes showing the physical splendor of Jamaica, the Jamaican people's unwavering sense of optimism, and the passion for producing Appleton Estate Jamaica Rum with time-honored and unique traditions, are all portrayed with special music that comes from an unexpected place. During a visit to the Appleton Estate's cooperage, where barrels are made, two gentlemen responsible for hammering the rum barrels to seal them offered to play a song using their hammers and barrels. The two men began playing in perfect unison, which was captured on video. As Brushy One String, one of the most innovative and charismatic musicians in Jamaica, listened to the beat for the first time, he immediately wrote the corresponding lyrics that are heard in "Anthem." The videos will be part of a digital execution through a partnership with Sharethrough, and can also be seen on the Appleton Estate Jamaica Rum YouTube page.

"It's rare to find a brand with such a rich and deep story waiting to be told," said Hunter Hindman, Chief Creative Officer, ARGONAUT. "All we had to do was show up and turn the cameras on. The rest revealed itself to us as we pushed deeper into Jamaica's rich interior and found the birthplace of Appleton Estate Jamaica Rum."

The campaign creative will be released in out-of-home, print and digital executions. In addition to the digital partnership with Sharethrough, out-of-home will appear in key markets including Austin, Texas, Atlanta, Miami, Portland, Ore. and Columbus, Ohio.

About Appleton® Estate Jamaica Rum

The Appleton® Estate is the oldest sugar estate and distillery in Jamaica in continuous production and is located in the heart of the Nassau Valley. The first known documentation of rum production at the Appleton Estate is dated 1749. The expressions that make up the Appleton Estate range of premium aged rums include Appleton® Estate V/X Jamaica Rum; Appleton® Estate Reserve Jamaica Rum; Appleton® Estate 12 Year Old Jamaica Rum, Appleton® Estate 21 Year Old Jamaica Rum and Appleton Estate 50 Year Old Jamaica Rum -- Jamaica Independence Reserve, which is the oldest rum in the world and was released on the 50th anniversary of Jamaica's independence. All Appleton Estate rums are produced exclusively on Appleton Estate owned property using time-honored traditions that have been passed down from generation to generation. Each rum is carefully hand-selected and blended by Master Blender Joy Spence, the world's first female master blender in the spirits industry and one of only three female master blenders currently active in the world. Appleton Estate Jamaica Rum is Jamaica's leading premium rum brand is available in more than 50 countries around the world.

About ARGONAUT

ARGONAUT is an advertising agency based in San Francisco, California, founded in March 2013 by industry veteran Jordan Warren and creative team Hunter Hindman and Rick Condos, along with Max Heilbron as Head of Strategy, Robbie Whiting as Head of Creative Technology and Production, and Conal O' Doherty as Head of Growth.

About Campari America

Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM). At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world's finest whiskies since the 1800's. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Gruppo Campari's portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell's Reserve®, Glen Grant® Single Malt Scotch Whisky, Forty Creek® Whisky, Cabo Wabo® Tequila, Espolón® Tequila, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaça and Jean-Marc XO Vodka®. 

Campari America is headquartered in San Francisco, California. More information on the company can be found at www.campariamerica.comwww.facebook.com/campariamerica, Twitter: @CampariAmerica and www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation.

About Gruppo Campari

Davide Campari-Milano S.p.A., together with its affiliates ('Gruppo Campari'), is a major player in the global beverage sector, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. The Group's portfolio, with over 50 brands, spans spirits, the core business, wines and soft drinks. Internationally-renowned brands include AperolAppletonCampariCinzanoSKYY and Wild Turkey. Headquartered in Sesto San Giovanni, Italy, Campari owns 16 plants and 4 wineries worldwide and has its own distribution network in 18 countries. The Group employs over 4,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), are listed on the Italian Stock Exchange since 2001. For more information: http://www.camparigroup.com

Please enjoy our brands responsibly.

The following files are available for download:

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Onalytica. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet and...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Information technology (IT) advances are transforming the way we innovate in business, thereby disrupting the old guard and their predictable status-quo. It’s creating global market turbulence. Industries are converging, and new opportunities and threats are emerging, like never before. So, how are savvy chief information officers (CIOs) leading this transition? Back in 2015, the IBM Institute for Business Value conducted a market study that included the findings from over 1,800 CIO interviews ...
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
While DevOps most critically and famously fosters collaboration, communication, and integration through cultural change, culture is more of an output than an input. In order to actively drive cultural evolution, organizations must make substantial organizational and process changes, and adopt new technologies, to encourage a DevOps culture. Moderated by Andi Mann, panelists discussed how to balance these three pillars of DevOps, where to focus attention (and resources), where organizations might...
Zerto exhibited at SYS-CON's 18th International Cloud Expo®, which took place at the Javits Center in New York City, NY, in June 2016. Zerto is committed to keeping enterprise and cloud IT running 24/7 by providing innovative, simple, reliable and scalable business continuity software solutions. Through the Zerto Cloud Continuity Platform™, organizations can seamlessly move and protect virtualized workloads between public, private and hybrid clouds. The company’s flagship product, Zerto Virtual...
Some people worry that OpenStack is more flash then substance; however, for many customers this could not be farther from the truth. No other technology equalizes the playing field between vendors while giving your internal teams better access than ever to infrastructure when they need it. In his session at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will talk through some real-world OpenStack deployments and look into the ways this can benefit customers of all sizes....