Appleton Estate is a premium Jamaica rum. They wanted our help raising awareness of their premium Jamaica rum and their support of emerging talent in the vibrant British jazz scene. 

The brand’s main objective was to showcase their official partnership with the London Jazz Festival and promote the sponsorship of shows throughout the city. The ultimate objective was to connect with a music and drinks-loving audience IRL and on social. 

Terry&Fran produced the Appleton Estate Rum x London Jazz Festival Instagram-first campaign. At the heart of our approach was the close collaboration with the brand, the artists, management teams, the venues, and influencers, all of whom helped us bring the campaign to life through social media. Working closely with headline artists, we curated authentic and compelling content that not only highlighted the rum but also honoured the musical roots of the talent. Our team directed a series of ‘Inspired by Jamaica’ short-form films which took the audience behind the scenes as the artists prepped for their live performances and also captured the live shows.

To amplify the positive energy across social media, we extended invitations and hosted influential tastemakers in fashion, film, and music to join us at the live shows. This strategic collaboration resulted in a wealth of organic content generated throughout the campaign, providing significant exposure for Appleton Estate rum and its signature Mai Tai serve.

The campaign delivered high level brand awareness and reach leveraging a strategic blend of organic and paid social media tactics across a wide array of platforms, including owned channels, artist pages, venue accounts, and partner channels.