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Lamb’s Navy Rum

Bringing the bartender's best friend back
Lamb’s Navy Rum

How could we put Lamb’s Navy Rum back into the top spot? We focused on their True British Character and by doing so, it resulted in knocking Captain Morgan off the number 1 spot and increasing year-on-year sales by 36%.

Our research showed that Lamb’s was loved by bartenders and drinkers everywhere. Taking this theme and making the most of its authenticity, we told the world about the brand’s charming heritage and the adventures of Alfred Lamb. This made Lamb’s Navy Rum iconic again, and increased sales from £9m to £12.5m on a budget of £115K for everything including media.

The iconic Lamb’s Navy Rum was unloved and needed to be relaunched to appeal to a younger, more sophisticated drinker. During our insight gathering, bartenders told us that it was a great spirit, but its image was putting younger drinkers off. To steal this audience back from Captain Morgan and Sailor Jerry, we decided to give this brand a distinctive personality.

Our final deliverables included:

  • National Press Campaign
  • Award Winning Website
  • Social Media
  • Content Creation
  • Launch Events
  • NPD
  • Serve Films
  • Photography