Diageo’s Zacapa rum brand has launched its first-ever global marketing campaign, ‘Lips to Soul’.
The campaign is spearheaded by a short dual-language film inspired by the landscape of Guatemala which reflects the history of the brand and captures the way Zacapa is aged above the clouds – in a facility located 2,300 metres above sea level.
It is supported with a mix of digital out-of-home advertising, TV, PR, events, and paid social media activities.
Niamh Burns, Global Marketing Director of Zacapa at Diageo, commented: “With this campaign we wanted to tap into that instant sensorial connection that people feel when they try our rum. We believe there is no greater feeling than that of being surprised by experiences that capture our imaginations and spark a sense of wonder – and that’s what we set out to achieve.”
