Guatemalan rum brand Zacapa has unveiled its debut global marketing activation.
‘Lips to Soul’ debuts this week and highlights the rum’s maturation process at 2,300 metres above sea level. The main ad will run on TV “in select markets”, backed by out-of-home and paid social media presence alongside PR and events.
Financial details were not disclosed.
According to Diageo, which co-owns Zacapa with Licores de Guatemala through a JV that commenced in 2008, the campaign is intended to tap into an increasing consumer appetite for “deeper connections and luxurious experiences”.
Back in January, Zacapa welcomed a new stablemate when Diageo spent US$281.6m on Philippines brand Don Papa. Zacapa sits at the top of the group’s rum price ladder, with Don Papa placed above the Captain Morgan flagship.
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