Cruzan Rum: Legendary Rum of St. Croix, Tide

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

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.

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
Published: July 2009

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6 comments

fjmedina's picture
fjmedina
9 pencils

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

silvi's picture
silvi
4172 pencils

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

rolling.stone's picture
rolling.stone
2740 pencils

best of the bunch in term of copy.

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~ Quite obviously, I have gathered no moss ! ~

kozzmozz's picture
kozzmozz
7 pencils

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

Jon-Paul Mountford's picture
Jon-Paul Mountford
889 pencils

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
kgeiger
7059 pencils

Some of these lines are really nice.

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