ABOUT

client. Angostura - Tamboo
brief. brand, strategy brand activation
role. art director | design director

The Challenge
Create a successful brand, brand strategy, brand activation and brand toolkit for the launch of the New Angostura Spiced Rum Tamboo

The Strategy
We developed a brand strategy that included the creative development of a visual identity, packaging a brand toolkit, and a completely integrated omnichannel campaign to bring this brand to life. OOH, digital banners for paid and unpaid media, POS (on- and off-premise), and brand activation were all part of the strategy for the launch of Tamboo Spiced Rum.
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Tamboo was developed for millennial Rum drinkers craving for a change. An audience that welcomes new adventures, trials, brands and experiences.Tamboo brand is Inspired by the always-on Carnival Spirit of Trinidad & Tobago where Carnival it's a shared code, a value, it's a way of life. Tamboo it's about living in the moment - creating memories to last a lifetime. It’s about seeing the best in ourselves. The idea behind the brand is "Live the Carnival Way" and this has become the tagline and platform for launch. This is the foundational concept for all comunication, messaging, activation and beyond.

We have also created a drink strategy that presents Tamboo as a playful partner to all 'Carnivals moments' and that focuses on highball serves and also a strategy that focus on bringing people together and celebrating by designing recipes for groups of 3+ friends served in pitchers or other large format vessels.
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With this launch, we bring the spirit of Carnival to the world, presenting Tamboo with energy and movement, and a touch of pride in its' origins.For the "Live the Carnival Way" campaign we have used the design style of festival gig-posters, aiming to excite and energize spiced rum drinkers through the spirit of Carnival.