Legendary Rum of St. Croix, Judge

July 2009

In a world full of liquor brands without a history, the Legendary Rum of St. Croix campaign uses 240 years of island legends, heritage and imagery to remind consumers that Cruzan is an authentic, premium rum. To create a mystique around Cruzan Rum by romanticizing the islanders’ long history of making rum, drinking rum and embracing the true rum lifestyle.

Print advertisment created by Fallon, United States for Cruzan, within the category: Alcoholic Drinks.

The locals on St.Croix have a saying: Never judge a bar by its cover.

Advertising Agency: Fallon Minneapolis, USA
Creative Directors: Dave Damman
Copywriter: Dean Buckhorn
Manager of Art Buying: Dave Lewis
Art Buyers: Kerri Jamison, Jennifer David
Production Company: Mason Vickers
Photographer: Nadav Kander
Representation: Stockland Martel
Producer: Tom Mason
Retoucher: Kander Studios

Comments (10)

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Highest Rated

Guest's picture

because it's floating !!

sirvan's picture
Activity Score 29860

Bad line.


"I love some things, and don't love some other things."

Guest's picture

dont get this one at all

rolling.stone's picture
Activity Score 2741

Averagely good enough campaign


~ Quite obviously, I have gathered no moss ! ~

Jon-Paul Mountford's picture
Jon-Paul Mountford
Activity Score 890

one of the two best one's of this set.
the branding colours really punch through on this one

Guest's picture

the best of the three - the quality of a bar, is in the rum they sell

daniel ieraci's picture
daniel ieraci
Activity Score 333

The rest of the campaign doesn't really do anything for me but this piece feels at least a little bit more engaging.

pindaro's picture
Activity Score 524

the best of the set

Guest's picture

I like the art direction, but the logo on all them I feel it's tad too big, in relation to the focal point.

Guest's picture

why is the boat fuzzy?

Guest's picture

because it's floating !!