Mount Gay® Rum
Using Entertainment to Launch Line Extensions

Objective: The major objectives were to generate consumer trial, secure distribution, and to gain displays in liquor stores. The introductions of two new line extension flavors, Vanilla and Mango, had to reinforce the personality of Mt. Gay® Rums and appeal to contemporary, fun-loving consumers.

Challenge: The task was to motivate young adults to try the new flavored premium rums, a task made even more difficult by the tightly regulated industry and the fact that the chosen time frame fell during a competitive holiday season.

Solution: Marketing Visions developed a targeted music premium with high perceived value that strongly appealed to both young adults and owners of liquor stores. The offer was simple and powerful – "Get Any CD FREE, when you buy Vanilla or Mango Flavored Mount Gay Rum."

Elements: This cost-effective retail take-one program featured attractive POS easels at cash registers, on counters, header card displays, shelf talkers and bottle hangers. Consumers mailed in a proof-of-purchase and received Music Cash™ in the mail, which was redeemable for any CD at music retailers nationally.

Results: Vanilla and Mango Mount Gay Rums experienced a highly successful introduction, and all key trial, distribution, and display objectives were surpassed by a wide margin.