DESIGN, CONTENT, IDENTITY, CREATIVE, ADVERTISING, EXPERIENTIAL, PR, DIGITAL, STRATEGY, CAMPAIGN, TRADE
Reviving an iconic brand for a new audience.
White Label were tasked with giving Jamaican rum brand Wray & Nephew a roots and branches overhaul that provided creative assets and activations through live events and the trade.
We launched the 'Overproof' programme proudly celebrating rum and reggae, produced sampler CDs in association with Trojan Records that were used for trade competitions and giveaways, as well as installing the iconic 'Rum Shack' at Big Chill Festival.
100,000 samples were served, transforming ‘terminal decline’ into 17% year on year growth