Assignment:
Create a program for Mount Gay Rum that positions the brand as a year-round beverage for sailors.

Solution:
Concepted the Mount Gay Rum Speaker series to extend the brand’s equity in sailing via an event driven, sampling program. The Mount Gay Speaker Series featured sailing legends and luminaries at yacht clubs and on-premise accounts delivering original, sailing themed content and a Mount Gay themed-cocktail parties.

Results:
The Mount Gay Speaker Series has featured 60+ events in 20 cities, delivering 10,000+ samples. The corresponding marketing program has delivered nearly 1 million impressions. Program elements include print, collateral, merchandise, product sampling and events.