JULIA REED
Brand Copywriter
RumHaven
SIP INTO PARADISE
May-August 2020
The RumHaven consumer is searching for a moment of escape from her to-do lists and obligations. Our campaign inspired consumers to enjoy a blissful break based on their personality, plus the cocktail to match.
With a digital promotion featuring five themed prize packs inspired by different everyday escapes, consumers could visit our new digital hub to take our quiz and enter for a chance to win the pack right for them. In addition to our giveaway, we supported the Sip into Paradise program with POS, custom VAP in retail, sell-in training videos featuring our signature cocktails, and supporting digital assets including blogs and email. This campaign resulted in nearly 250K entries, 56K quiz completions and 9.7K email sign-ups.
SOCIAL MEDIA
To promote the contest, drive our follower growth, and create appetite appeal for RumHaven, I strategized and wrote cross-promotional content featuring our giveaway partners.
INTERACTIVE WEBSITE
We chose to go beyond an ordinary entry form to engage our consumers with a quiz, which allowed them to discover the prize pack and RumHaven cocktail perfect for them. In doing this, we developed a
new portal on the RumHaven page which is designed to house future quizzes, giveaways and blogs.
OFF-PREMISE
To create stopping power in-store, we developed creative off-premise elements including a necker booklet, shelf talker tearpads and an eye-catching aisle invador. All off-premise point-of-sale supports RumHaven’s main selling point, made with real coconut water, while inviting consumers to engage further on our quiz.
RUMHAVEN VAP
We crafted a limited time VAP featuring a quality tiki mug and messaging promoting RumHaven’s natural ingredients, in order to gain buzz and excite consumers even further.
RUMHAVEN ON-PREMISE
On-premise elements engaged consumers with fun prompts to discover their own paradise.
Each element incorporated messaging tying back to the product as well as the promotion.
SELL-IN TRAINING VIDEOS
We produced a series of videos showcasing Gallo's National Beverage Development Manager crafting each of RumHaven's signature cocktails as a tool for the sales force to sell into on-premise accounts.
To help drive entries, we launched a series of emails that helped bring the campaign to life.
