Ron del Barrilito

SOCIAL STRATEGY | CONTENT CREATION | CHANNEL MANAGEMENT | PAID MEDIA | REPORTING

Problem

Ron del Barrilito is Puerto Rico’s oldest rum, yet the brand lacked general awareness compared to competitors like Bacardi or Don Q. The overall creative direction of the brand channels was outdated and dark, unappealing to new and existing consumers. This left a gap in brand awareness and purchase consideration. 

Solution

Graphics: Updated graphics to align with brand guidelines and bring a modern and innovative approach to their category

Production: Instituted and directed quarterly production trips to the brand’s Hacienda in Puerto Rico, to support larger creative and PR needs. Managed local photographers and videographers, and executed pre and post-production needs, including post-pro editing. 

Humanizing Factor: Began actively showcasing the people who make the brand the best rum from Puerto Rico. Included highlights of employees and stakeholders instrumental to the brand’s persona, giving our audience further opportunities to connect to the brand. 

Channel Features: Leveraged channel-specific features that optimize performance, including strategies for IG and FB Stories, Highlights, Hashtags, Alt Text, and Guides. 

Community Management: Established a bilingual Community Response Matrix to best engage with our community in a brand-appropriate way.