good times without the fuss

More than one

Admiral Nelson’s Premium Spiced Rum became the “rum for the average joe.” With a full family of flavors to support the traditional spiced, Admiral Nelson's Rum is the go-to for any occasion.


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Admiral Nelson GoatsArtboard 18

to stand out in the market, leap amp gave admiral nelson’s social goals that would:


  • Increase overall engagement with the brand
  • Raise the perception of Admiral Nelson’s in the minds of the consumers
  • Distinguish the brand from its competitors
  • Retain its loyal followers

party admirals

We put a plan in motion to capitalize on some of the most irresistible content: dogs. We took the concept of party animals and made it our own by creating "Party Admirals" - an ongoing collection of our consumers' best friends, their pups. 

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recipes

Admiral Nelson's Rum consumers love keeping things easy - simple cocktails, basic recipes, all with little to no effort. Enter: the "Air-Quote Cooking" campaign. Admiral Nelson's Spiced Rum released short videos showcasing step-by-step "recipes" that can be paired with any of their cocktails. From Ungrilled Cheese (crackers and spray-cheese) to Instant Thanksgiving (canned cranberry sauce, store-bought pie, and boxed stuffing), and a Fancy Cheese Plate (string cheese cubes with toothpicks), these culinary masterpieces are the perfect, last-minute addition to any party. 

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rum & joke

Admiral Nelson’s followers were loyal, drinking the spiced rum into well into their dad-years. So we invited two comedians to tell dad jokes over a glass of Admiral Nelson’s spiced rum. And it did not disappoint.

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rum and joke

partnerships

We partnered with Barstool Sports to sponsor a few episodes of their bi-weekly 20-Dollar-Chef episodes, wherein Shaun Latham, a comedian, makes $20 recipes fueled by Admiral Nelson.

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Results

320%

increase in brand mentions

15%

increase in shape of voice

32%

increase in organic facebook engagement

13%

increase in organic instagram engagement

10%

average engagement rate

19%

increase in ad recall