Campaign Objectives
Wray & Nephew has been Jamaica's most loved rum for nearly 200 years. An intrinsic part of the culture, it's present at every milestone in the lives of Jamaicans; from birth to death, it's used to welcome new-borns into the family, and poured onto the foundations of a new space to ward-off evil spirits. The Windrush Generation even travelled to the UK with bottles in their suitcase as a taste of home.
However, whilst respect for Wray & Nephew was passed down to their children and grand-children, the brand was losing relevance with a younger generation, and was...