Reign
The New Royalty: We don’t follow trends. We make them.
Recognition: The Reign Campaign earned 5 ADDY Awards!
Embracing diversity and evolving interests, we crowned the new royalty of White Oak drinkers, sparking unprecedented engagement and buzz in Trinidad and Tobago
Services
Client
Angostura® White Oak Rum
Year
2018
Role
Creative Director,
Lonsdale Saatchi & Saatchi
Challenge
Recognising the evolving interests and values of White Oak drinkers, we embarked on a mission to celebrate their diverse identities and crown them as the new royalty.
The interests and values of White Oak drinkers were evolving, prompting us to embark on a mission to recognise and celebrate their diverse identities. We set out to give these drinkers their rightful place as the new royalty, acknowledging their unique contributions and preferences. This involved a comprehensive understanding of their changing interests and a commitment to highlighting their individuality.
Goal
To find influencers from diverse backgrounds to authentically connect with the White Oak brand, capturing the true spirit of its rich and inclusive community.
Our task was to find influencers who represented various industries, ethnicities, and social groups. We sought out individuals who could authentically connect with the White Oak brand and its audience, ensuring a broad and inclusive representation. This effort was aimed at capturing the true spirit of the White Oak community, reflecting its richness and diversity.
We took bold steps by including openly gay and plus-sized individuals in our campaign—a significant move in the cultural landscape of Trinidad and Tobago. This decision was not just about representation; it was about challenging norms and celebrating all facets of our audience. By doing so, we aimed to foster a sense of belonging and pride among all White Oak drinkers.
Result
The campaign's extraordinary success generated unprecedented engagement, boosting sales, and solidifying White Oak as Trinidad & Tobago's number one spirit.
The response to our campaign exceeded our expectations, proving that we were right on track. The engagement levels reached new heights, generating a massive buzz both online and offline. The campaign resonated deeply with our audience, validating our approach and solidifying White Oak’s place as a brand that truly understands and celebrates its drinkers.
The campaign generated a massive buzz both online and offline, achieving unprecedented levels of engagement, earning five ADDY Awards, underscoring its success and impact in the industry. White Oak also saw a significant increase in sales and brand loyalty, firmly establishing it as the number one spirit in Trinidad & Tobago.
