For the first time ever local Trinidadians had the opportunity to experience a rum that previously was exclusive to those living abroad. But rather than just relaunch an existing rum, The House of Angostura wanted to launch a completely NEW Super Premium rum. In the process, all the exclusive rum brands were repackaged with new labels and bottle designs and launched locally on the 2nd of November, 2016.
McCann was asked to help position five brands as an exclusive destination for rum connoisseurs in Trinidad and Tobago. The new Super Premium will also be launched in the US market next year. The communication had to bring across the idea of “Coming Home.”
The Ideation team, with solid research from both Angostura and McCann’s own consumer research, established a strategy surrounding the idea that all men belong to a select group or wish to be included in a select group, an exclusive members club. The House of Angostura became that “Members Only Club.” You either know that you’re in, or you know that you’re out.
The House of Angostura is an immaterial destination, where those who have found themselves, find themselves. An exclusive club, reserved for gentlemen with a palate mature enough to appreciate the superior quality, rich taste and overall mastery of the house’s premium blends.
“Welcome home, to the House of Angostura.” and “You’ve Arrived” becomes synonymous with the act of being allowed into this exclusive membership club. A club that previously only existed for the brand outside of Trinidad and Tobago. The House of Angostura hopes to attract consumers who have found their way to a certain level of class in life, and usually have a certain respect for the finer flavours of a more complex rum.
Tasked with creating a 360 campaign that included a TV commercial by Sol productions and directed by Ryan Khan, with music by Andrew Mc intosh, McCann used the technique of film noir to show the cool, sophisticated man being confident in his role as a House of Angostura rum connoisseur. Press ad executions and digital roll out filled out the narrative for the month of November. “You’ve Arrived” was also launched with an invite-only gala event at the House of Angostura in Laventille and guests were allowed access to the warehouse to experience for themselves the rich history and a tasting session of the new 15year old Angostura 1787 Super Premium Rum with Master Distiller John Georges. This event was managed largely by McCann and we received high praise for our efforts by Douglas Henderson, Executive Manager, Regional Sales and Marketing who was impressed by the level of work produced and the success of the launch.