The current range was lacking standout with no quality credentials and nothing ownable to enable storytelling, so we needed to be inventive.
Following a brand and category audit we created multiple ideas to unlock white space and innovation.
This included a ranging strategy and brand architecture that would enable premiumisation.
The fresh Rum Co. of Fiji brand centres around locally commissioned warrior and chief tattoo iconography to showcase the brand’s Fijian heritage, history and credentials.
RUM Co. of Fiji was immediately able to expand its global footprint beyond Australia to 10+ countries including the USA, Canada and the UK.
Australian sales in the first year increased five-fold from 1K cases to 5K and are forecast this year to double again.
“I have worked with The Creative Method for over ten years. Their outstanding feature is their unrestrained creativity that is category-breaking, yet possible within the confines of production.
“They bring an imaginative perspective to all projects which forces us to think beyond the predictable.”
Sally Byrne, Marketing Director, Coca-Cola Amatil
RUM Co. of Fiji
Coca-Cola Amatil had a range of award-winning, premium Fijian rums that were under-performing.
Our task was to relaunch this range with packaging that paid respect to the liquid gold inside.
In short, a brand and packaging revolution was needed.