Appleton Estate Rum – Terry and Fran

Appleton Estate Rum

Uniting Jazz and Rum with a special edition Jamaican Jazz Series

The Appleton Estate Rum heritage is deeply intertwined with Jamaican culture and the vibrant world of sound system culture has played a pivotal role in shaping its identity. To celebrate Jamaica’s ongoing influence on the vibrant British jazz scene, the brand curated a unique rum and vinyl box subscription series ‘Jamaican Jazz Series’ in collaboration with Moses Boyd.

Terry&Fran were asked to bring the Jamaican Jazz Series to life through a creative and social-first campaign. Music from artists Moses Boyd, CTRL, Theon Cross and Demae featured on each vinyl record together with premium rum cocktails in each box. Our approach focused on narrating each artist’s compelling story whilst authentically showcasing the brand’s commitment to jazz and its premium Jamaican rum within their rich heritage narrative.

We worked with the brand, artists, management and locations to direct and produce short-form social film and photography content that told their engaging ‘Inspired by Jamaica’ stories and their love of music and rum. We shot, art directed, designed and created the cover notes for each of the vinyl covers to tell the story of each artist. In addition, we developed a campaign microsite designed to seamlessly transition from social media platforms and drive conversions for the box subscription, available through The Bottle Club.

With a strategic blend of owned, earned, and paid social media, we increased brand visibility and helped drive box subscription sales. By leveraging reach, engagement, and conversions, we reached a new audience passionate about rum, music, and lifestyle. Our campaign also successfully drove trial of Appleton Estate rum and premium cocktails, enhancing brand affinity and driving strong results.

Project summary:

Creative Direction
Planning
Artist Liaison
Artist shoots
Content Production
Graphic Design
Social Media Campaign
Social Media Advertising
Performance Shoots
Influencer / VIP outreach

Credits:

Client:

Katy Hill
Lily Rose Dyer
Chris Dennis

Terry & Fran:

Francesca Revel-Chion
Terry Childs
Christopher Blades
Tim Beddingfield
Greg Holland
Andy Thomas

Collaborations:

3 Monkeys Zeno
Moses Boyd
cktrl
Theon Cross
Demae
Trailer Happiness
Laylow
Nightjar Shoreditch
The Premises Studios
Jack Solomons Club

© 2024 terry & fran

FORA Montacute Yards, Shoreditch High Street, London, E1 6HU

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© 2024 terry & fran

Second Home, London Fields 125-127 Mare St, London, E8 3RH

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