Brown Forman collaborated with Nativa, a leading multicultural marketing agency, to enhance the presence of Diplomatico Rum in the Hispanic market. The campaign aimed to leverage Diplomatico Rum’s premium quality and cultural significance to forge authentic connections with Hispanic consumers. By focusing on the rum’s versatility and rich flavor profile, the campaign sought to resonate with the diverse occasions and cultural celebrations prevalent in the Hispanic community.

Nativa tackled the Diplomatico Rum campaign with a comprehensive strategy centered around understanding the Hispanic community’s rum consumption habits.  By examining various occasions and research where rum is enjoyed—such as parties, social events, nightclubs, and formal dinners—Nativa gained valuable insights into consumer preferences. In addition, Nativa highlighted Diplomatico’s unique attributes, such as its artisanal production, smoothness, and versatility, which allowed the rum to be featured prominently in both cocktails and neat servings.

The research for the Diplomatico Rum campaign uncovered several critical insights into rum consumption within the Hispanic market. It revealed that rum is deeply embedded in cultural traditions and is a central part of cultural and social settings such as lively parties, intimate gatherings, nightclubs, and formal dinners. Diplomatico Rum stands out due to its artisanal production process and complex flavor profile, characterized by its smoothness and versatility. These attributes align well with Hispanic consumer preferences for premium, high-quality spirits. The research revealed a strong appreciation for classic cocktails such as daiquiris, piña coladas, and mojitos among Hispanic consumers, emphasizing the versatility of Diplomatico Rum in these beloved drinks. Additionally, the research identified a growing trend towards premium spirits, with consumers seeking high-quality and authentic products, which aligns perfectly with Diplomatico Rum’s positioning. The cultural significance of Diplomatico Rum was underscored by its presence at major celebrations like Carnival and Christmas, and the historical importance of rum in Venezuelan culture. These insights will play a crucial role in shaping the campaign’s approach to effectively resonate with the Hispanic audience and leverage identified trends and preferences.

To bring these insights to life, Nativa celebrated Diplomatico Rum by mixing up daiquiris at the office, aligning with the campaign’s themes. Check it out here.