Dive Brief:
- Zacapa, a Guatemalan premium rum in which spirit giant Diageo has a 50% stake, will launch its first-ever global creative campaign Thursday (Dec. 21), Marketing Dive can exclusively share.
- “Lips to Soul” highlights the rum’s woman-centric approach. The campaign, which was created in partnership with creative agency ForceMajeure and supported by The Whale Productions, showcases what it feels like to drink Zacapa, a rum overseen by master blender Lorena Vásquez, one of the few female master blenders in the world.
- In addition to the hero spot directed by Caroline Koning, “Lips to Soul” will be supported by out-of-home media, Facebook and Instagram paid social media advertising, events and TV in select markets.
Dive Insight:
As the demand for ultra-premium spirits continues to grow, Diageo is hoping to raise the profile of Zacapa through a global creative campaign that highlights the brand’s woman-centric history. “Lips to Soul” is intended to further position the rum as not only a luxury product, but also an empowering and inclusive one.
“We’re thrilled to be sharing this new global campaign — it's a huge moment for our brand, during a time when ultra-premium and luxury rum is driving virtually all of the growth within the category,” said Christina Choi, senior vice president, Diageo, in a statement.
“We wanted to tap into the consumer desire for depth, and bring to life that instant sensory connection that people feel when they try Zacapa. We believe there is no greater feeling than being surprised by experiences that capture our imaginations and spark a sense of wonder in us,” the executive continued.
The 30-second spot juxtaposes images of a model enjoying the rum with ones showing Zacapa being poured into a cocktail tumbler, a bottle as it’s wrapped in a handwoven band of petate and a group of friends having a drink together. The video is narrated in both English and Spanish.
Ultra-premium rum has seen a 17% compound annual growth rate over the past three years, while premium rum has seen a 17.8% increase, per combined Nielsen/NABCA data for the period July 2019-June 2020 through July 2022-June 2023 cited in the press release. Diageo has been prioritizing capturing the premium market, a strategy that has paid off, with recent earnings reflecting how premium sales are compensating for lower volumes in the company’s overall revenue.
Diageo has also focused on reaching out to women consumers. Notably, Johnnie Walker, a Diageo blended Scotch whisky, runs a “First Strides” initiative dedicated to women empowerment. Activations included mixing an anthem for U.S. women’s soccer team, Angel City Football Club.
Correction: This article has been updated with the correct launch date for the campaign — Thursday, Dec. 21 — and to reflect that the woman featured in the campaign is a model and not master blender Lorena Vásquez.
