• by Karl Greenberg , February 18, 2010

Rums of Puerto Rico, the umbrella marketing organization for brands like Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo, is launching its first U.S. ad and marketing push in two years.

The effort, "Reflections," takes a different tack than previous campaigns, which focused more on the umbrella organization than on the specific rum brands. The new effort, however, puts the spotlight on the different brands of rum made in Puerto Rico -- the largest source of rum to the U.S. The message is that Puerto Rican rums adhere to a set of strict quality and aging protocols evinced by the Rums of Puerto Rico logo.

The campaign, via Key Integrated Solutions, will include TV, out-of-home, events, promotions, PR, social media, digital ads and partnerships with a focus on New York, Miami and Washington, D.C. markets. The organization is kicking off the campaign with sponsorship of Mercedes-Benz Fashion Week in New York and "Rums of Puerto Rico" lounges and spaces at New York's Madison Square Garden and Citi Field.

Ads with headlines like "Passion," "Versatility," "Dedication" and "Perfection" are aimed at young professionals with the message that one's drink is a reflection of who one is, with ads showing people in hip settings drinking rum-based cocktails. The print and outdoor ads also show a phalanx of bottles for each major Puerto Rican rum brand.

Javier Vázquez, executive director of the Puerto Rico Industrial Development Company, Rums of Puerto Rico's parent organization, said Puerto Rico is the source of 70% of rum consumption in mainland U.S. That organization will launch subway-dominating panel ads at the Bryant Park station on 42nd Street and at the Citi Field stop in April, as well as in Miami and New York airports, on taxi tops and bus shelters. The ads direct consumers to a new web site RumCapital.com.

"The main objective is to showcase the brands that are under the Rums of Puerto Rico umbrella. We want to also make sure consumers understand that our rums are a symbol of quality," he says. "When we started the creative process we wanted to look for synergies between the target audience and the rum- making process."