Government of Puerto Rico
450 Years of Rum / J. Walter Thompson Puerto Rico
The world’s great liquors and spirits are often associated to a specific country. Beer is linked to Germany. Wine triggers France. Whisky leads to Scotland. Tequila means Mexico. Rum, however, seems to break the pattern. Many associate it with the Caribbean, but no single country has become synonymous with rum. This is the mission of Rums of Puerto Rico, a consortium of all the rum-distilling brands in Puerto Rico that export rum. Unbeknownst to much of the world, the country has 450 years of rum-making tradition. Puerto Rican rum is older than many of history’s greatest milestones. But to be a synonym like Germany, France, Scotland, and Mexico, it needed authority and credibility. It needed the right digital platform to back that claim. Enter HISTORY, a global multimedia network whose programming centers on historical milestones. In this case, the media strategy not only dictated where the message would be placed. It also became a core part of the message itself.
Developed exclusively with the HISTORY network, Rums of Puerto Rico created Rum Times: a new web series that explores milestones in world history through the eyes of Puerto Rican rum. HISTORY.COM featured each episode as native branded content, along with editorial articles, written by the HISTORY staff, to provide historical background and context. From there, users not only watched the episodes. They also got recipes of cocktails inspired by each of the events presented in the series. Outdoor media, digital media, and a social media campaign promoted Rum Times along with the HISTORY.COM logo, just like the network’s regular programming.