A legendary movie franchise partners with an unconventional rum brand
Dead Man’s Fingers Rum is a different kind of rum. Which is why we decided to pension off the palm trees, the parrots and the pirates. Kill the rum clichés and make a stand for something a bit more original. The ‘emotionally relevant’ idea we created for them (over 5-years ago, now) was ‘Give Convention the Finger’.
That idea has not only helped build a successful brand, but it’s also helped to drive some high-profile brand partnerships, in this case, a recent collaboration with Sony Pictures to promote their 28 Years Later movie franchise with specially branded Dead Man’s Fingers Rum bottles.
We created the launch campaign featuring a spoof 28 Years Later trailer, multiple film and static social assets, and posters.
Results
The campaign resulted in the Limited-Edition bottle selling out within two weeks of the launch. And specialist channels selling them for over £100 (5x RRP).