Copalli Rum: No pirates. No piña coladas. Just purpose.
CHALLENGE
When people think of rum, they picture pirates and piña coladas. Not premium, sustainable spirits. But Copalli Rum was different: organic, farm-to-flask, and rooted in Belizean rainforest preservation.
The problem? Their story was lost in a sea of lookalike labels and empty tropical clichés. Copalli had the authenticity and mission to lead, but needed a brand voice bold enough to match.
INSIGHT
To win in a saturated category, Copalli didn’t need a louder story. It needed a clearer one. We discovered a single, ownable truth: Copalli is “The Rainforest Rum.”
Three simple words that said everything: purity, purpose, and place. It captured their social and environmental mission while giving consumers a reason to care (and to choose Copalli over yet another “beachy” bottle).
CREATIVE + MEDIA SOLUTION
We transformed a crowded category story into a clear, emotional brand platform.
- Digital Campaign:
We launched a paid media test across California, New York, and Florida, running five creative lines to see what resonated most with drinkers and bar-goers. A Brand Lift Study helped us measure awareness, perception, and preference shifts in real time. - Belize City Airport Takeover:
We brought “The Rainforest Rum” to life at the source. Large-format signage, immersive video, and LED displays blanketed arrivals and customs, greeting travelers with the story of Copalli’s rainforest roots and sustainable craft.
Across every touchpoint, our approach followed a simple challenger formula: Claim. Repeat. Own.
IMPACT
The results were as refreshing as the product.
- Brand Lift: Significant increase in awareness and positive perception among target audiences.
- Actionable Insights: Message testing revealed high-performing creative themes to guide future campaigns.
- Visibility: The Belize Airport takeover introduced thousands of international travelers to “The Rainforest Rum,” creating an emotional, memorable connection at the perfect moment.
