21st September 2021, Manchester:
The original naval recipe rum, unchanged since 1655, has always been a rum drinkers favourite. Now, the brand is looking to reach a new generation of consumers with its latest commercial.
The commercial, shot in Chester during the early summer still amid Covid restrictions, depicts a young woman fresh out of lockdown being influenced by a sense of nostalgia when ordering drinks at the bar.
Behind the campaign was Manchester based creative agency ‘OH GOSH Productions’. On crafting the creative, the director Cameron Jones said “We wanted to start from a place of acknowledging Pussers’ heritage and current customers, and use that when appealing to a younger market - rather than pretending that Pussers is already popular among young people”
“We’re continually learning that Millennials and Gen-Z are more sentimental than previous generations. Especially after lockdown, there’s been a felt sense of gratitude and connectedness between generations and families who were separated, we wanted to tap into that.”
Steve Dingley, Pussers Rum international brand manager, said “The commercial has really helped us to pivot people’s perceptions about a historical brand, from being simply ‘traditional’ to one with a legacy of quality.”
The campaign will be rolled out online in the UK and US through online and social platforms.