Legendary Rum of St. Croix, Tide

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.

The islanders claim there are only three perfect times to enjoy rum: high tide, low tide, and in-between tide.

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 (6)

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Highest Rated

kgeiger's picture
Activity Score 7311

Some of these lines are really nice.

fjmedina's picture
Activity Score 9

the copy blends into the background, but i like the art

silvi's picture
Activity Score 4172

El copy se pierde. EL agua parece irreal, el mensaje no dice nada.

rolling.stone's picture
Activity Score 2741

best of the bunch in term of copy.


~ Quite obviously, I have gathered no moss ! ~

kozzmozz's picture
Activity Score 7

Bravi! These are the kind of titles that I would read again and again

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

Note sure it needed quite so many, I like the outdoor one's more.
But a solid capaign, with subtle emphasis on the yellow branding..
nice gentle art directon as well

kgeiger's picture
Activity Score 7311

Some of these lines are really nice.