Appleton Estate - Crafted With Joy

Increase brand awareness and bring Appleton Estate’s unique heritage and production processes to life through a consumer-led brand activation.

Solution

The Crafted With Joy campaign, celebrated the brand’s passion for artistry and craft, which also shines through the delicious taste of its rum. At the heart of the campaign were four artisans; Dee Monti (glassworker), Jin Ahn (horticulturist), Lucy Smallbone (painter) and Savannah Baker (photographer) and the Joyful Eight who competed in an on-trade bartending competition. The presence of Joy Spence, the first female master blender, brought authenticity and injected loads of character at the launch event as well as inspiring the artisans and bartenders alike.

 

The campaign culminated in a 3-day pop up at Wilderness Festival in partnership with Patty & Bun. Through a variety of creative workshops hosted by the artisans and our rum connoisseur, consumers engaged with the brand beyond simply trialling the liquid.

Impact

Alongside press coverage in The Guardian, The Telegraph, The Times and Foodism, social engagement was high. The huge success of the activation at the Festival meant the brand has returned for a second year and has also rolled out the campaign to other markets, including Australia.

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