REPUBLICA RUM - JOIN THE RUM REPUBLIC

DEFINING A NEW BRAND POSITIONING FOR INTERNATIONAL BRAND LAUNCH

Establishing a compelling and distinctive brand positioning that stands out from the crowd and connects with consumers on an emotional level is vital to a drinks brand’s success.

As a brand development agency, it’s a challenge we’re familiar with – particularly in a category as busy and narrative-heavy as rum.

Brand Positioning | Brand World Development | Digital | On-trade | Off-trade
GTR | Activation Design | Brand Marketing

The Challenge

Help prepare Republica Rum for expansion into global markets

Republica Rum already had a name, core story and packaging, but existed only in Eastern European markets under a fractured brand creative. The team briefed Wonderworks to develop a refined brand positioning to unify the brand and strengthen its credibility as a premium Caribbean sipping rum, ready for debut on the global stage.

Focusing on the premium quality and flavour, freedom and fun that the brand had to offer, we developed a refreshed brand world with an accompanying Key Visual, a flexible cross-channel activation concept and supporting assets. All aspects were recorded in a master toolkit for market teams to implement from launch in 2024.

We brought the wonder with an evolved new era for Republica Rum to unite rum lovers and rum-making republics in a shared passion.

THE INSIGHT

Finding compelling brand truths

Taking a deep dive into the brand, we drew inspiration from the rum’s foundation story and its unconventional approach to blending to begin forming the refined proposition.

With the Republica name inspired by the formation of the First Czechslovak Republic and the values it embodied. Embedding a notion of celebrating the qualities of republics at the heart of the brand.

And an unusual blending process for their range that drew from multiple different countries around the Caribbean, rather than selecting just one country’s style.

Heroing a point of distinction

These defining elements offered the opportunity to stand out in the rum category which can often be blinkered by traditional ways of doing things. Given today’s consumers are more culturally curious and eager to see the breadth and variety on offer in the world, Wonderworks spotted an opportunity to embrace the best qualities of republics to talk about a bigger picture and share a passion for rum.

APPLICATION

Refining the proposition

We refined the brand’s purpose, proposition and creative platform to focus on the blending of rums and cultures from republics across the Caribbean to form something more powerful – a community made richer by the diversity of voices within it.

Forming the Rum Republic

This led us to the creative platform, “The Rum Republic”, as both the driving force for brand activations and a community – one dedicated to the unification of rum makers and rum lovers, and to celebrating freedom of expression by sharing the voices and creativity of rum-producing communities.

An invitation to rum lovers to unite and share their passion for rum with the world…

Drawing consumers in through a bold key visual

Our design team manifested the creative idea with a bold key visual in a stencilled effect inspired by street art and graffiti – art styles long associated with the expression of independence and freedom – to capture key storytelling elements of the brand.

Eye-catching visuals in both a full portfolio execution and in SKU-specific adaptations were supported by a simple rallying cry for consumers to Join the Rum Republic.