The Archer Group adds Appleton Estate Jamaica Rum to client roster
Posted: July 28th, 2010
The Archer Group has added Appleton Estate Jamaica Rum, the highly regarded producer of hand-crafted blended and aged premium rums, to its client portfolio of consumer brands. The marketing agency recently designed and developed a United States-based web spur for the iconic 260-year-old premium brand.As the exclusive U.S. importer of Appleton Estate Jamaica Rums, Kobrand Corporation has launched a fully integrated marketing campaign to position the brand as “the rum that needs nothing,” an acclamation of the special Appleton Estate taste profile being on par with and as sophisticated as classic premium brown spirits such as single malt scotches and small batch bourbons.
The Appleton Estate range of handcrafted, Estate produced rums includes Appleton Estate V/X, Appleton Estate Reserve, Appleton Estate 12-Year-Old, Appleton Estate 21-Year-Old and Appleton Estate Limited Edition 30-Year-Old.
“Appleton Estate is a premium consumer brand that we’ve long admired. We are proud to have been able to create the brand’s U.S. presence online and be on the same playing field as Kobrand in marketing their exceptional products,” said Lee Mikles, Archer Group CEO and cofounder of the interactive marketing agency.
John A. Pennacchio, Director of Spirits for Kobrand Corporation, said, “Archer created a great digital platform to raise awareness and trial in the U.S. of an amazing rum portfolio that is already a global leader in the premium segment. We are excited to have such a strong web asset to support our Appleton Estate Jamaica Rum marketing campaign.”
Beyond a clever action-oriented opening which reprises one of the favorite ads from the campaign, the website features individual pages dedicated to each unique brand offering, highlighting its distinctive flavor profile created from the Estate’s masterful blending of flavors (created from both copper pot distillation and masterful blending techniques). The “Cocktails & Cuisine” section recommends expertly designed recipes for appetizers, entrees and desserts to be paired with each product, as well as an array of signature cocktail recipes and serving indications. The “Out & About” section provides recaps of press-worthy happenings and brief “how to” videos to help users perform professional bartending techniques such as muddling and flaming a citrus peel, which are also available on the brand’s custom YouTube page created by The Archer Group. The history and distilling process of Appleton Estate and lots of other goodies can also be found on the site, appletonestate.com.
“The website’s features encourage consumers to engage with Appleton Estate and bring to life the brand’s personality as a sophisticated, yet approachable spirit,” Mikles said.
Appleton Estate joins brands such as credit-card issuer JPMorgan Chase, 21st Century Insurance, Wawa convenience stores and Herr Foods in the Archer Group’s growing roster of consumer brands.
About The Archer Group
The Archer Group is one of the Delaware Valley’s fastest growing full-service digital agency, offering regional brands a single integrated partner for digital marketing solutions. The unique integration of creative, technical, and user experience professionals enables Archer to create a wide range of offerings that includes: website development, mobile application creation, online advertising, and social media solutions. www.archer-group.com