How Mooch Branded and Launched Rum & Sum

Rum & Sum is a range of fruit-flavoured rums in pastel colours from Distinct Distillers, a relatively new distillery. The aim was to attract gin drinkers worldwide.

The Challenge

Rum is a category dominated by masculine brands. Distinct Distillers wanted a rum that stood out from the crowd and won recognition for a new player in the market. Mooch's task was to design packaging and a launch campaign that could rival the biggest rum brands on supermarket shelves.

The Approach

Branding and packaging. These were the focus of the project.

An online shop. Mooch designed and developed an online shop on Squarespace, so customers could buy the rums directly.

A social launch. As the launch date approached, Mooch planned and ran a social media launch campaign across a range of channels, then carried on with the social media marketing.

The Outcome

In the first three months, the social campaign reached more than 80,000 people across Facebook and Instagram, at an average cost per click of £0.25 on paid social. Distinct Distillers now has an online presence and a community around the brand.