The Spirit of Change
CONCEPT
At the heart of the Eminente brand is Cesar Marti, the youngest Cuban rum master in history. Marti was brave enough to add his own unique touches to the rum making tradition and create Eminente - a new brand of rum. Eminente therefore embodies the spirit of change and the boldness to pursue it.
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Younger generations (Millennials and Gen Z) drink significantly less alcohol than previous generations and are spoilt for choice when it comes to alcoholic and non-alcoholic drinks.
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How can Eminente get younger generations who drink less and are spoilt for choice to see Eminente rum as their “go to” drink?
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Millennials and particularly Gen Z are known as the renegade generations. Described and represented as impatient, hedonistic and adventurous in the media, the renegade generations are also dreamers and utopians who are interested in building a better future.
The renegades are change-makers that see the urgency of addressing global problems like climate change, inequality and poverty. They are not only the renegade generation, they are also an activist generation and they live by their values.
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Differentiate Eminente rum from all the other options available by making it a purpose-driven alcohol brand that aligns with renegades’ values and desire for change. This will make it the drink of choice for a generation that is interested in investing in impact.
How? Campaign that focuses on people’s power to create the change they want to see in the world and that supports the immediate release of Cuban artists who have been arrested for being change-makers and standing up for freedom.
Video
Inspirational video of people that embody the spirit of change that the Eminente brand represents. Featuring people of all ages who dared to be Eminente; who were bold enough to be the change.
Print campaign to remind people as they go about their day that they can be Eminente too. The spirit of change is in everyone and anyone can be the change if they are bold enough to pursue it and be Eminente.
Social Media
Instagram campaign to promote charity concert with a lineup of Cuban rappers who are fighting for change through their music and represent what it means to be Eminente.
As the main purpose of the concert is to raise funds to free those who have been unjustly detained by the Cuban government, the campaign focuses on telling the stories of Cuban political prisoners who have been arrested for demanding change and greater freedom in Cuba.
Posts and Stories
Feed
Event
Charity concert in support of those who have been bold enough to defend the spirit of change. All proceeds go towards efforts to free rapper Maykel ‘Osorbo’ Castillo and all other political prisoners in Cuba who have been unjustly detained for demanding change.
