Bray Leino has won the £5m integrated account for the West Indies Rum and Spirits Producers’ Association (WIRSPA) across the UK, Spain and Italy.
The appointment was made following a pitch against a number of undisclosed agencies, thought to include 23red and Ogilvy Advertising.
The Devon-based agency, part of the Mission Marketing Group, will focus on promoting the Authentic Caribbean Rum marque through an integrated campaign. It will include consumer and trade advertising, experiential and digital activity, events and sampling campaigns. The marketing push is planned to begin in early 2008.
The marque is intended to signify to consumers that the product is authentic Caribbean rum and meets quality standards. The aim is that the forthcoming campaign will position products carrying the marque as sophisticated and authentic.
The strategy is designed to benefit well-known rum brands as well as smaller brands seeking to expand. The WIRSPA hopes that the initiative will support the Caribbean rum industry and help create long-term jobs for the region’s people.
The WIRSPA is a long-established body that facilitates trade in West Indian rum. It is responsible for the implementation of a €70m (£48.8m) EU-funded programme to strengthen the rum category across Europe.
To qualify for grants, producers must make their rum exclusively from sugar cane. It must also be fermented and distilled in African, Caribbean and Pacific group nations.
Other account wins for Bray Leino this year include Sugar Puffs, Bazuka gel and Cadbury Schweppes, which launched a variant to its Bassett’s Soft & Chewy multi-vitamin pastilles range (MW August 30).