RedLeg Spiced Rum infused with Caribbean spirit.
Brief
Define what RedLeg should be famous for, and in doing so create a brand personality which is easily recognisable. In order to recruit the right consumers to buy into the brand values. Through clear brand messaging and positioning that we take forward to define RedLeg vs our competitors.
Challenges
RedLeg Spiced Rum has low brand awareness within a category that is dominated by a market leaders (Sailor Jerry, Captain Morgan) and challenged by the multiple new NPD products coming onto the market.
Goals
Creative concept development for delivering the brief: Define what RedLeg should be famous for, and in doing so create a brand personality which is easily recognisable.
Unique solution
RedLeg is a spiced rum for sharing that is infused with Caribbean spirit. Using a bright, bold, Caribbean inspired colour palette to convey the RedLeg ideals, and bring that famous Caribbean spirit to life for our defined UK consumer: sharing culture, approachable, an-trend, sociable, easy going, and laid back.
“New RedLeg flavours infused with the same Caribbean lifestyle”
Additional creative concept development from RedLeg Original to the new flavours range being launched this year. Uses a variation on the colour palette to represent one or more of the new flavours, as well as the use of fruit graphic queues to enforce that this product is made with actual ingredients.
