C A S E  S T U D Y

Cruzan Rum

Purpose-Led Experiential

Following the Hurricane Maria damage inflicted upon St. Croix, Cruzan Rum asked us to help reposition the spirit brand around purpose. Working alongside their IAT and leadership teams, we developed a multi-year fundraising platform, benefit concert series and experiential tour (including identity, branding, design, planning, production and influencer outreach) and repositioned the renowned rum brand around purpose, all while raising funds for St. Croix hurricane relief under the banner of “Awaken the Island Spirit.”

school cruzan rum schoolhelps boulder purpose marketing experiential

school boulder purpose marketing cruzan rum

cruzan rum beam suntory purpose marketing usvi footprint school cause usvi
E X P E R I E N T I A L

On-Premise, Off-Premise & Non-Premise Activation

School built a remarkable traveling island bar using reclaimed materials from the devastation of Hurricane Maria, literally rebuilding a bar from the debris found at Cruzan Rum’s island distillery.

cruzan rum beam suntory purpose marketing usvi footprint school cause

E X P E R I E N T I A L

The U.S. Tour

We then embarked on a 14-city experiential tour to bring the Island Spirit to major accounts and large-scale music festivals across the country.

Do-gooders, bartenders and music lovers were exposed to the new brand mission and hundreds of thousands of delicious Cruzan Rum cocktails were served.

cruzan rum beam suntory purpose marketing usvi footprint school cause usvi
C A S E   S T U D Y

We got Pressure to help Awaken the Island Spirit.

We enlisted reggae superstar and St. Croix ambassador Pressure Busspipe to play at concerts around the country to lift spirits and highlight the Island Spirit Fund.

R E S U L T S

1

raised for the Island Spirit Fund

750

people engaged & invigorated

2

organic social Impressions
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