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YOUR PREMIUM CHOICE 22/02/111. YOUR PREMIUM CHOICE 22/02/112 Mount Gay Rum - Travel Retail Strategy 7. Introduction of the new advertising visuals Strategies.

Published byTracy Cox Modified over 8 years ago

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Presentation on theme: "YOUR PREMIUM CHOICE 22/02/111. YOUR PREMIUM CHOICE 22/02/112 Mount Gay Rum - Travel Retail Strategy 7. Introduction of the new advertising visuals Strategies."— Presentation transcript:

1 YOUR PREMIUM CHOICE 22/02/111

2 YOUR PREMIUM CHOICE 22/02/112 Mount Gay Rum - Travel Retail Strategy 7. Introduction of the new advertising visuals Strategies 4. Mount Gay brand building activations -Extra Old as flagship -Education / Tasting with Eclipse -Reference to the sailing world & community -Activate in leisure / holiday airports around regatta’s period 1. THE premium rum new packs & price strategy 3. Gift pack Eclipse 1L Nautical bag to activate the core product 2. XO 70cl, the reference of the family Performance 2009 in GTR: (vol.)  # 6 Rhum (before Appleton & Zacapa) +8% growth Ambition: Establish Mount Gay rum as THE premium rum, “the rum that invented rum” in 1703 5. Range Strategy Introduction of the new eclipse range Exclusive listings for sought after 1703 Edition 6. Limited Edition “Sailors Flags” Opportunity

3 YOUR PREMIUM CHOICE 22/02/113 Mount Gay Rum - Extra Old Mount Gay Extra Old Rum 70cl Elegant and Masculine bottle with a premium & informative gift box The perfect expression of Mount Gay unique style: - Elegance and smoothness - Ripe banana, sweet almond, vanilla, moka From the oldest rum brand in the world from Barbados, the birthplace of rum… Since 1703. The most impressive collection of medals and awards… among them : Grand Gold Medal, Monde Selection 2009 International High Quality, Monde Selection 2009 Bronze Medal International Spirits Awards London 2009 Gold Medal (best in category), Los Angeles Spirits Competition 2008 Gold Medal, Beverage Tasting Institute 2008

4 YOUR PREMIUM CHOICE 22/02/114 Mount Gay Rum - New Eclipse Range A consistent new family

5 YOUR PREMIUM CHOICE 22/02/115 Mount Gay Rum - New Ad Visuals

6 YOUR PREMIUM CHOICE 22/02/116 Limited Edition Sleeve Inspired by sailing flags Summer 2011 Mount Gay Rum – Sailors Limited Edition HIGHLY CONFIDENTIAL

7 YOUR PREMIUM CHOICE 22/02/117 Mount Gay Rum - Activation Plan 2011 Fiscal 2010/11Fiscal 2011/12 Repack MGR Eclipse range repack Tastings (UK travellers destinations + regattas locations) Eclipse tastings XO visibility JanFebMarAprMayJuneJulAugSepDecJanFebMarOctNov Limited Edition MGR Eclipse Limited Edition Sailor Sleeve

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