REDLEG SPICED RUM LAUNCHES FIRST TV CAMPAIGN

Distil has released its £500,000 TV advertising campaign for RedLeg Spiced Rum in the UK in partnership with ITV Adventures

RedLeg Spiced Rum’s first TV advertising campaign, worth over £500,000, launches 14 April 2022 showcasing the brand’s signature vanilla and ginger spiced rum, and bringing to life the iconic Red Legged Hermit Crab which lends the brand its name.  

The ad was produced in partnership with scaleup advertising specialists °Small World and their partners 10 Days, with campaign media strategy and planning led by the ITV AdVentures team. The ad features RedLeg’s signature serve alongside the Crab Dance – a disruptive platform on which to bring RedLeg’s mascot to life off-pack. 

Kate O’Connell, Marketing and Operations Director at Distil, commented: “We’re excited to launch our first ever TV appearance for RedLeg in a move that represents a step-change for the brand.  

RedLeg has been a strong performer within the category since it launched in 2013, and we’re confident that this campaign will help propel the brand to the next level from both an awareness and commercial point of view. 

The ad was an opportunity to bring our Hermit Crab and brand ethos to life. Native to the Caribbean, they are social despite their name, and take life as it comes, embodying the laid-back spirit of the Caribbean that RedLeg celebrates.” 

Harvey Austin, Co-Founder, °Small World, said: “The rum category is littered with clichés, so when RedLeg came to us with this challenge we leant into what makes RedLeg standout; its hermit crab mascot and how these creatures embody the Go With The Flow attitude that RedLeg is all about.” 

George White, Co-Founder of 10 Days London, said: “The Crab Dance, with its slightly surreal interruption, was a playful way for us to use the brand personality at the same time as showcasing the inspiration behind RedLeg, and we’re super happy with the result.” 

For its first campaign, RedLeg partnered with ITV AdVentures, the broadcaster’s commercial incubator for fast-growing brands. The teams worked closely to develop the media plan, which will see the 30 second advert target key audiences on linear ITV channels, as well as nationally across the ITV Hub.