A bad-ass, original beverage!

The Challenge

Raising awareness & trial of Dead Man’s Fingers Rum

Making it become the non-conformist brand of choice, a bad-ass, original beverage!

Create an unforgettable brand experience to portray the brands authentic messages whilst sampling the full range of Dead Man’s Fingers flavours.

Focus on reaching nationwide coverage of bars and companies with a particular focus on students.

The Idea

The “Hang Bar” Challenge

Engaging Gen Z in bars and introducing them to the Dead Man’s Fingers unique sense of style and taste!

i2i made sure the bars signed up for the roadshow campaign by providing a teaser of what the evening would entail.

We sited ‘The Hang Bar Challenge’ brand experience upon arrival which created a real sense of competition & community in the bars as groups of company colleagues & friends cheered each other on as they hung for 2 minutes to win a £50 drink cheque or a selection of branded merchandise.

A unique branded vehicle was also used to create stunning photo opportunities as well as raise brand awareness in the local area. Consumers could enjoy a delicious sample promoting the range available in each particular bar.

The Result

35

Days

25,500

Samples

1,500

hang bar participants

92%

future purchase intent