Campaign Awakens the Senses & Creates
Deep Connection with Consumer
NEW
YORK, Dec. 21, 2023 /PRNewswire/ -- In the
verdant, lush landscape of Guatemala, Zacapa's home, lives our magical
"House Above the Clouds," Zacapa's aging facility located in the
mountains 7,500 feet above sea level. It's a place where a
multitude of barrels age under the careful watch of Lorena Vásquez,
one of the few female master blenders in the world of spirits. When
Lorena determines that the rums are aged to perfection,
hand-selected barrels are meticulously blended before traveling to
Mixco to be poured into Zacapa's signature curved bottle, which is
wrapped with handwoven bands of Petate by a community of over 700
women.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9237151-zacapa-launches-first-ever-global-creative-campaign-lips-to-soul/
The first sip of Zacapa leaves a lasting impression - taking you
on a journey from that initial taste of our delicious liquid to the
feeling you experience as you continue to discover the stories and
layers that have created this breathtaking beauty. It is that
feeling of discovery and elevation that inspired Zacapa's
first-ever global creative campaign, "Lips to Soul," inviting
consumers to discover a world of warmth and wonderment. A world
that sparks the senses and makes you fall in love with the
award-winning, one-of-a-kind liquid experience that
is Zacapa.
Evocative and vibrant, the intimate tone of Zacapa's bilingual
"Lips to Soul" campaign was made to respond to the yearning for
depth that consumers are craving from the world of luxury. Rhythmic
poetry draws consumers into the highly sensorial film inspired by
the lush, dreamy landscape of Guatemala. The film cinematically captures the
way Zacapa is aged above the clouds, as well as our weavers' hands
at work, representing how important community is to the core of
Zacapa. The campaign reflects the magic and history of Zacapa's
brand roots, weaving together an energetic narrative that creates
deep connection, and unlocks a sense of awe and wonder through
discovery.
"We're thrilled to be sharing this new global campaign – it's a
huge moment for our brand, during a time when ultra-premium and
luxury rum is driving virtually all of the growth within the
category1," says Christina Choi, SVP Diageo. "We wanted to tap
into the consumer desire for depth, and bring to life that instant
sensory connection that people feel when they try Zacapa. We
believe there is no greater feeling than being surprised by
experiences that capture our imaginations and spark a sense of
wonder in us - and that's what we set out to achieve in 'Lips to
Soul.'"
Niamh Burns, Global Head of
Zacapa at Diageo, adds, "Our choice of color grading, use of light
and poetic sensibility throughout the creative concepts are
designed to take the viewer on a sensorial journey. We are
redefining the world of dark spirits, and taking the brand into a
bold, contemporary space. Our mission extends beyond showcasing our
rums into an immersive experience that resonates with our diverse
audience around the world."
The "Lips to Soul" campaign was created in partnership with
New York-based luxury creative
agency forceMAJEURE, supported by The Whale productions, and
directed by award-winning filmmaker Caroline Koning. The campaign will roll out in
markets around the world, marking the largest globally-led campaign
in Zacapa's history. It will be supported by a robust marketing mix
of arresting digital OOH, TV in select markets, paid social
(primarily Facebook and Instagram), PR and events.
Zacapa reminds consumers 21+ to please sip responsibly. For
additional information on Zacapa Rum, visit www.zacaparum.com. Stay
up to date on "Lips to Soul" by following the brand on Facebook and
Instagram @zacaparumusa.
Zacapa, forever yours.
ABOUT ZACAPA RUM
Crafted in Guatemala, Zacapa Rum is a work of art and an
expression of patience, richness, quality, and master blending.
Zacapa's Master Blender, Lorena Vásquez, with over 39 years of
experience, is one of the few female leaders in a traditionally
male-dominated industry. Zacapa No. 23, Zacapa Edición Negra, and
Zacapa XO are available at fine liquor stores, bars, and
restaurants around the world. For more information, visit
www.zacaparum.com.
ABOUT DIAGEO NA
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
on Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA
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1 Ultra-premium Rum +17%,
Luxury Rum +17.8%, 3 Year CAGR | RSV % Growth [Period: July
2019-June 2020 through July 2022-June 2023] (Combined
Nielsen/NABCA)
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SOURCE Zacapa Rum