Mount Gay Rum

Promoting the Après Lifestyle with Mount Gay Rum


When Mount Gay Rum sought to activate their seasonal consumer strategy with an immersive, 360° consumer experience.

Their key goals were to drive incremental sales, leverage the aspirational lifestyles of summer sailing and winter skiing, encourage social media engagement, and reinforce Mount Gay Rum’s premium positioning.

Boombox responded by curating on- and off-premises programs that brought the Après Ski and Après Sail strategies to life, all while encouraging consumers to bond over shared passions and experiences.

We developed, produced, and managed theme-appropriate promotions and point-of-sale elements, including permanent off-premises rack displays, case cards, bottle-neckers and recipe booklets, bartender education kits, on-premise glorifiers, and tabletop materials.

POS Displays
Bottle Neckers
Of Sweeps Entries

The prime appeal of the campaign was our two-fold sweepstakes. We reinforced the Après Sail strategy by offering a lucky winner the chance to sail in Barbados, and we supported the Après Ski strategy by giving away multi-resort ski passes. Boombox amplified the national sweepstakes through social media and a custom microsite.

All these elements combined increased brand awareness of Mount Gay Rum and established the year-round appeal of its premium products.

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