Brief: Find occasions where consumers are living well, and bring Appleton Estate’s Jamaican heritage to life in a way that enriches their experience even further. Make sure the activity is impactful enough to generate press interest and for visitors to want to share and interact through social media.

Our audience insight: “I thought rum was all about palm trees, reggae and beach shacks. I had no idea it could be a premium, crafted spirit.”

Activation: The Rum Bus, a mobile bar aboard a 1960s Bedford bus in the style of the Jamaican Omnibus Series, Kingston’s legendary bus service. Designed to give people a taste of Appleton Estate and educate them on the joys of the brand and its history.

The activity launched at an exclusive Rum Bus event at Shoreditch’s Red Gallery Market. Its onward route was then carefully mapped to hit audiences ‘living well’ at events including Lounge on the Farm Festival in Devon, the Foodies Festivals at both Edinburgh and Battersea, and London Cocktail Week. At each event the Rum Bus was ‘hosted’ by a different cocktail bar, giving credibility to the drinks and allowing us to reach different audiences.

The Rum Bus could serve guests inside or out and used the paraphanalia associated with bus travel to bring to life the brand’s extensive history. The interior was designed to host tastings and featured vintage table lamps, hand-riveted joints and a coachbuilt, rolled aluminium bar.

Results: 8,500 drinks were served in total across all events, and the Rum Bus generated 113 pieces of press coverage. The average number of monthly ‘likes’ on Appleton Estate’s Facebook page rose from 60 at the start of the campaign to over 800 by the end. During the same period, the number of followers of Appleton Estate’s Twitter account grew by 140%, and the brand’s weekly reach* on Facebook increased from 98,000 to 593,000.