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— a premium rum made in the Philippines— briefed OK COOL to market the brand on social to a global audience; repositioning them as a coolest choice for any young urban spirit drinker.

WHAT WE DID

OK COOL identified an opportunity to set Don Papa apart from other spirits to a previously disengaged audience turned off by mass market, old fashioned spirits brands. OK COOL took Don Papa out of the spirits category and into the culture of travel, exploration and adventure craved by this wander-lust loving audience.

As Don Papa’s lead global agency, we have developed global social media tool kits to which all local markets adhere and we manage their end-to-end social across every touchpoint.

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