Don Q Rum is promoting its Puerto
Rican rum as both a bid for authenticity and a nod to heritage.
Alma produced the creative, titled “Redefine the
Knight.” The inspiration is Don Quijote, Cervantes' iconic character who championed bravery, courage and loyalty.
The campaign has rolled out across major U.S. markets,
including Miami, Orlando, New York, Dallas and Houston. It includes paid social, OLV, programmatic and in-store activations.
Additional iterations in 2026 will tap national OOH and
experiential extensions.
With “Redefine the Knight,” we wanted to show that true character never goes out of style. We elevated Don Q by honoring its roots, while building a
premium, modern, craft-driven world around it. With brands that have heritage, the job isn’t to reinvent them, it’s to translate their character into today’s
language,” Alina Stopello, alma, art director, told Agency Daily.
advertisement
advertisement
The agency targets urban adults 28 to 45 who value good brands, but may choose for whiskey by
default. The campaign's aim is to encourage this key demo to try something new. The spot is directed by Jimmy Fernandez.
“This idea lets us do more than make an ad, it lets us build
a point of view,” added Beatriz Torres, executive creative director at alma. “The Don Q team wasn’t afraid to challenge what a dark spirit could stand for, and together, we redefined
a classic through a modern lens.”
The agency has also done ads for Coors Light, Topo Chico, McDonald's and Kroger.