Zacapa rum showcases the power of women in its inaugural worldwide campaign
Zacapa rum's groundbreaking campaign, Lips to Soul, celebrates female empowerment as it embarks on its first-ever global creative activation Experience the inspiring journey of this iconic rum brand like never before
Article Brief:
Zacapa, a premium rum from Guatemala, in which the spirit giant Diageo holds a 50% stake, unveiled its inaugural worldwide creative campaign on Wednesday (Dec. 20), as per details provided to Our Website.
The "Lips to Soul" campaign emphasizes Zacapa's focus on women. Created in collaboration with ForceMajeure and backed by The Whale Productions, the campaign features female master blender Lorena Vásquez, one of the world's few female master blenders. Alongside a hero spot directed by Caroline Koning, "Lips to Soul" will be promoted through out-of-home activations, Facebook and Instagram advertising, events, and TV in specific markets.
Article Insight:
With the increasing demand for ultra-premium spirits, Diageo aims to elevate the status of Zacapa with a worldwide creative campaign that celebrates the brand's rich history with women. The "Lips to Soul" campaign seeks to reinforce the rum as a symbol of luxury as well as empowerment and inclusivity.
Christina Choi, senior vice president of Diageo, expressed excitement about the launch of the new global campaign, highlighting the significant impact it will have on the brand during a time when luxury rum is the driving force behind category growth. She also emphasized the goal of creating a deep and instant sensory connection with consumers through the Zacapa brand, aiming to surprise and spark wonder in their imaginations.
The 30-second advertisement displays a series of images featuring Vásquez overseeing the production process of the rum. From the moment Vásquez approves the rum to the blending of barrels and bottling, the spot highlights every stage of the journey. It concludes with the presentation of the rum in uniquely wrapped, handwoven petate bands, ready to be enjoyed amongst friends. The narration in the video is presented in both English and Spanish.
The ultra-premium rum market has experienced a 17% compound annual growth rate over the past three years, while premium rum has seen an increase of 17.8%, according to combined Nielsen/NABCA data spanning from July 2019 to June 2020 through July 2022 to June 2023, as stated in the press release. Diageo has placed a strong emphasis on capturing the premium market, a strategy that has proven successful as recent earnings show that premium sales are making up for lower volumes in the company’s overall revenue.
In addition to targeting the premium market, Diageo has made efforts to appeal to female consumers. Notably, the "First Strides" initiative by Johnnie Walker, a blended Scotch whisky under Diageo, is dedicated to empowering women. This has included creating an anthem for the U.S. women’s soccer team and Angel City Football Club activations.
