Changing the conversation of an entire category BRUGALScroll Down INITIAL CHALLENGE In 2019, the rum category was stagnant, primarily consumed at night and mixed with Coca-Cola. There was a shift in consumer behavior towards more moderate and higher quality consumption, preferring daytime,occasionally opting for less alcoholic drinks, reflecting...
Your friends give you life. BRUGALScroll Down INITIAL CHALLENGE To work on and give meaning to Brugal's new positioning, Amistad Verdadera (True Friendship). We aimed to find a way to relate Brugal not just with party moments but with moments of enjoyment with those true friends you can...
In a declining category such as rum and at a time when Brugal was anchored to an audience from 10 years ago, our challenge was to make Brugal a significant brand within its category and, above all, reconnect emotionally with young people....
Todos los campos son obligatorios… you know…
