DON PAPA
Making Don Papa the Coolest Choice for Any Young Urban Spirit Drinker

Making Don Papa the Coolest Choice for Any Young Urban Spirit Drinker

DON PAPA

Don Papa

Don Papa is a premium rum made on the foothills of an active volcano in the Philippines. The company approached OK COOL to market the brand on social to a global audience; repositioning it as a coolest choice for young urban spirit drinkers.

WHAT WE DID

Darker spirits get a bad rap for being fusty and heritage-obsessed. We instigated a departure from these category tropes and created a campaign that associated Don Papa with the cultures of travel, exploration and adventure. 

As Don Papa’s lead agency, we developed social media toolkits observed by the brand globally, managing also the company’s end-to-end social across all touch points. 

THE OUTCOME

Don Papa has quickly become the rum brand of choice for discerning spirit drinkers, positive sentiment brand tracking increasing by 73% year on year. More importantly, this has led to the brand being stocked in major multiples world-wide with sales doubling between 2019 and 2020.

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7.2 Million impressions exceeding KPI’s by 620% in 2019
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Achieved 1.2 Million impressions from social media with a click through rate of 0.61%, outperforming the industry average of 0.04%
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4.4k% Increase in followers on Instagram
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780k Instagram impressions