Zacapa

The Brief: With its SEA launch in Singapore as the first market, Zacapa aims to position itself as the beacon of luxury in rum, transforming the perception of rum from a hidden gem to the ultimate expression of refinement. Other key objectives are: To introduce Zacapa as the premium luxury rum in Southeast Asia, starting with Singapore. To shift consumer preferences from other premium spirits, particularly cognac, towards Zacapa. To target audiences who value social currency and are open to experimenting with new, high-end brands. To also position Zacapa as the ultimate gateway to extraordinary adventures. Key Challenges: Zacapa is a brand from Guatemala, a place unfamiliar to most Singaporeans. Rum is also within a product category that remains relatively unexplored in our region, and any established positioning did not relate to luxury. It is also made from an ingredient more familiar as a juice in hawker centres and is not well understood as a base ingredient for a luxury liquid. Zacapa lacks brand awareness and credibility enjoyed by more established spirits like whisky or cognac among serious drinkers. Our Approach: To create an integrated awareness campaign that reaches out to a target audience that is open and experimental and can provide social currency through Event Launch, KOL and PR engagement. Event Strategy: Due to the challenges identified, it was critical that the launch event brought the attendees into the World of Zacapa and once drawn in, they were kept engaged and submerged within the World for the entire duration of the event, much like a theme park experience, in order to maximise impact of emotional resonance which then assisted with the educational touch points, which are outlined in the following: 1.Immersive Touch Points Guests learned about the craft and heritage behind Zacapa and Guatemala, and its unique aging process at 2,300 metres above sea level. 2.Tasting Experience The cocktails showcased Zacapa's versatility and spirit of discovery, blending unexpected local Singaporean ingredients with Guatemalan heritage and the brand's innovative roots. 3.Sensory Storytelling The cocktails showcased Zacapa's versatility and spirit of discovery, blending unexpected local Singaporean ingredients with Guatemalan heritage and the brand's innovative roots. KOL Strategy: Employed a Friends-in-the-Know approach, curating ambassadors and KOLs who embodied premium luxury and aligned with Zacapa's Forever Adventure spirit. This strategy drove desirability by sparking curiosity and organic engagement across social media. PR Strategy: Curated an exclusive media list that helped to disseminate and create a sense of exclusivity and elevated luxury credentials for ZACAPA and managed personalised seeding kits, securing targeted attendance and coverage during and post launch event. The Results: Exceeded client KPls in: Boost in brand perception Increase in consumer preference Purchase Intent Expansion into South East Asia: ZACAPA has since developed a toolkit based on the event, focusing on the hyperlocalisation and awe-inspiring discoveries, finding cultural connection between SEA markets and Guatemala. The toolkit will be distributed to 5 Southeast Asian markets, to host their very own launches in 2025.