The NY Times had an interesting article covering Mt. Gay Rum's new advertising campaign "Sailing Spoken Here" targeting sailors.
"The microsite is lightly branded, in keeping with a belief that overcommercializing an online destination will only discourage computer users from visiting."
"The intended audience for the campaign are those who “are so passionate about sailing that they organize their lives around it,” says Daniel Cabaleiro, international brand director for Mount Gay at Rémy Cointreau, who is based in New York."
"Rémy Cointreau 'believes this category will become premium,' he adds, as have liquor categories like Scotch whisky, tequila and vodka, 'and we already see signs of that.'"
"The reason is that 'rum can be a very elegant and complex spirit,' Mr. Cabaleiro says, “not just a base for a busy cocktail.'"
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