As its audience grew older and younger drinkers migrated to other spirits, the iconic brand that is Lamb's Navy Rum was unloved and needed to be relaunched to appeal to a younger, more sophisticated drinker.
Ponderosa unearthed the Golden Nugget that Lamb’s was seen as genuine rum for proper rum drinkers. A drink of real character. We used people of True British Character to help relaunch the brand.
The campaign ran through national press campaigns in titles such as GQ, Esquire, Shortlist and Observer Weekend and continued online with a content-rich website and Social Media campaign – plus unique sampling events (the launch party was at the top of the iconic Shard in central London).
Lamb’s Navy is the No.2 brand in Dark Rum category.