Austin Business Journal “Best Places to Work” Winner + "Best CEO Awards" Nominee
DOOR NO. 3 SERVICES
+ Creative Campaign Development
+ Message Testing
+ Performance Media
+ AI Generation
THE STRATEGY
1. Defining their story
- Stand Out: To make a lasting impression, we emphasized simplicity, brevity, and differentiation. We focused on what we wanted Copalli Rum to be known for and how it should be talked about.
- Elevating "The Rainforest Rum": We advised Copalli Rum to own "The Rainforest Rum." This three-word descriptor was crucial, as it not only conveyed the purity and uniqueness of the product but also highlighted their commitment to social and environmental missions. The phrase encapsulates their efforts to preserve the rainforest by providing the people of Southern Belize with sustainable, rewarding work, steering them away from destructive logging practices.
- Focus on Core Message: While Copalli Rum has an expansive story, we prioritized connecting emotionally with the audience over bombarding them with attributes.
- Claim, Repeat, Own: With a compelling story, we utilized small digital spaces to repeatedly convey our key messages.
THE STRATEGY
2. Paid Media Campaign: We conducted a digital campaign targeting bar patrons in key metro areas in California, New York, and Florida. Our objective was to test various messaging lines across five unique creative sets, aiming to identify what resonated most with different audiences. This campaign included a Brand Lift Study to measure the impact of our efforts.
3. Belize City Airport Takeover: Simultaneously, we executed a 'Belize City airport takeover' to capture international travelers' attention with Copalli's unique story. The takeover included:
- Signage: Large billboards and back-lit out-of-home boards strategically placed throughout the airport.
- Video Content: Engaging video content on LED screens at arrivals, departures, and customs, showcasing Copalli's fun, ownable messaging themes rooted in its Belizean rainforest heritage.
THE RESULTS
Paid Media Campaign:
- Invaluable Insights: Our targeted digital campaign provided key insights that informed future campaigns, ensuring our messages were finely tuned to resonate with our audiences.
- Brand Lift: The Brand Lift Study revealed a significant increase in brand awareness and positive perception among our target audience.
Belize City Airport Takeover:
- Increased Brand Visibility: The airport takeover successfully brought Copalli's unique story to international travelers, creating memorable impressions for those arriving in Belize for their "drink in hand, toes in sand" moments.
- Engagement: The creative, uniquely Copalli messaging themes resonated well with travelers, reinforcing Copalli as the go-to premium rum.
KNOCKOUT PUNCH
Copalli Rum's dual approach, combining targeted digital campaigns with a high-visibility airport takeover, effectively redefined the brand's story and increased awareness. By standing out with a clear, emotionally engaging message and strategically placing it in front of our target audiences, we successfully positioned Copalli Rum as "The Rainforest Rum," setting it apart in the premium spirits market.
