Papa’s Pilar
Opportunity
In 2013, together with the Hemingway Rum Company, Crispin Porter + Bogusky launched its own rum brand. But what does an ad agency know about rum? How to tell its story.
Insight
If you're going to name a rum brand after Hemingway, it better be a rum that leads to adventure.
Idea
With very little media, we determined that we would act rather than talk. So began a mission to turn every touchpoint with the brand into an experience.
Every new drink is introduced with a tasting event. But instead of launching in a bar, we held ours in Stiltsville—a group of homes on stilts standing a mile out to sea between Miami and Hemingway's Key West. Just getting that first sip of Papa's Pilar was an adventure.
And since rum is often the first drink of the night,
we wanted to create a ritual that would lead to adventure.
But it's not good enough to just drink like Hemingway. You've got to live like him.
So we created a Facebook page and a hashtag to celebrate all the modern-day Hemingways living in such a way
that #PapaWouldBeProud, giving fans a way to pay tribute to Hemingway and their new favorite rum.
In-Store Posters
Results
· Papa’s Pilar lauched successfully in 2013
· Recently, CPB sold Papa’s Pilar for over $100 million
