The White Oak Marketing Story
Brand Rejuvenation
When It Pours You Reign
The “When It Pours, You Reign” campaign was a resounding success. It effectively changed the public’s mindset, positioning White Oak as a chic and mixable drink perfect for contemporary tastes. Through a comprehensive 360-degree advertising approach, the campaign captured the imagination of a new, younger audience, making White Oak the drink of choice across the nation.
The results were transformative. White Oak not only regained its status but surged ahead, becoming the top-selling spirit in Trinidad & Tobago. Its success extended beyond national borders, establishing White Oak as a regional leader in both sales and alcohol consumption. The revitalised brand now stands as a testament to Angostura’s strategic vision and commitment to preserving and enhancing its legacy.
Revitalisation
From the launch of the groundbreaking “When It Pours, You Reign” campaign in 2010, to the innovative rebrand and “If You Know, You Know” campaign in 2021, White Oak has achieved remarkable success. Today, White Oak outsells all other spirits in Trinidad & Tobago and stands as a regional leader in both sales and alcohol consumption.
I worked on every campaign from 2010 to 2021 in various roles from Creative Direction, Set Design, Styling, Art Direction and Conceptualising.
Evolution
Embracing diversity and evolving interests, we crowned the new royalty of White Oak drinkers, sparking unprecedented engagement and buzz in Trinidad and Tobago
- 360 Degree Campaign, Brand Strategy, Career Case Study
An exclusive reality series featuring vibrant ambassadors, igniting exceptional engagement and making viewers eager to join the White Oak experience.
- Career Case Study, Online Reality TV Series
Embracing the challenge of pushing traditional advertising boundaries, White Oak sought to deepen audience connections by boldly venturing into the music industry in 2019.
- Career Case Study, Jingle, Music Video
The White Oak Documentary Film shines a spotlight on the often-overlooked dancers of Trinidad and Tobago's Carnival, celebrating their dedication and integral role in the festivities amidst the challenges of the Covid-19 pandemic.
- Career Case Study, Documentary Feature Film, Social Campaign, Website
"We Got Flavour" campaign showcased White Oak’'s innovative spirit with the launch of five new flavour profiles, driven by bold graphics and influencer collaborations, resulting in increased sales and widespread engagement.
- 360 Degree Campaign, Career Case Study
White Oak's 2021 global expansion journey, marked by the adoption of the "If You Know You Know" slogan, modernised its image while preserving its Trinbagonian roots, resulting in increased brand awareness and sales internationally.
- 360 Degree Campaign, Brand Strategy, Career Case Study
White Oak undergoes a modern makeover, preserving tradition while embracing a dynamic new look for global appeal.
- 360 Degree Campaign, Career Case Study, Photography
Capturing Tradition, Showcasing Innovation: Capturing the new look of White Oak. Unveiling a captivating series of product photographs, blending tradition with innovation.
- Career Case Study, Photography
Today White Oak outsells ALL spirits in Trinidad & Tobago.
Angostura White Oak Rum now stands as the premier standard rum brand in both Trinidad & Tobago and St. Vincent. Renowned for its smooth texture and excellent mixability, White Oak is once again a key highlight in Angostura’s esteemed rum collection.
