Real World Thinking.
The spiced rum market is highly competitive. Many brand launches have failed to make an impact by following familiar, tired clichés based on Caribbean roots, reggae music or jolly pirates. We knew that to launch Dead Man’s Fingers successfully (on a shoestring budget and with limited brand guidelines), we needed to creatively distinguish the brand in a way that would make our trendy target audience take note.
We decided to focus on Dead Man’s Fingers iconic skull, the brand’s number one asset. Our strategy was to create an experience that celebrated the skull, generating buzz around the feature that would make us most distinctive in the market.