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New Rum Meets Hemingway

Rum's best imbibed in the evening, but the sun also rises on Crispin Porter + Bogusky's new rum and its marketing effort for the cane spirit, called Papa's Pilar. The rum is named after Ernest Hemingway's fishing boat. The agency has done similar things with three other brands it has dreamed up: Green Garage, a company that refurbishes and outfits cars with eco-sensitive and smart products; B-Cycle, an urban bike sharing program now in 17 cities, including Fort Lauderdale, and Angel’s Envy, a bourbon whose “cask strength” was named as the “Best Spirit in the World” by Spirit Journal in its June 2013 issue.

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