The rum category is characterized by stereotypes (pirates, Caribbean islands...) So when a new Canadian player entered into the market, it was mandatory to differentiate itself from it.

Newfoundlander's Rum proudly celebrates the folklore of Newfoundland: a Canadian island long linked to international trade, notably with the Caribbean. Fishermen would sell cod in the tropics while going back home with sugar cane for ballast and rum production.

A partnership was establish with David Blackwood, local acclaimed artist, and 6 different labels were created for this unique white rum. Drastically increasing shelf-impact, consumers are encouraged to pick their favourite while most likely choosing a different label next time.

CREDITS

• Art Direction: Bernie Hadley-Beauregard, Laurie Millotte
• Artist: David Blackwood
• Photography: Alistair Bird 

AWARD

• 2009 London International Awards, Silver