Diageo commission ODD for global brand work
ODD has been comissioned by Diageo to create a series of global brand assets exclusively for its Reserve Brand rum Zacapa, a Guatemalan ultra-premium rum aged at altitude.
ODD is currently working on developing a suite of materials to help support Zacapa's unique product-tasting experience, including on- and off-trade visibility items such as bottle-glorifiers and a ground- breaking sampling unit that will raise the bar for the industry.
ODD has also developed a toolkit of permanent visibility items for Zacapa's duty-free presence; the first of these double wall-bay units has been installed in Aruba's Queen Beatrix International Airport and has garnered very positive retail customer, consumer, and trade-press attention.
David Ferreira, Reserve Rums Global Brand Manager said "ODD's boutique agency approach has allowed us to forge a very personal relationship with a strong team of creatives who have taken the time to truly understand Zacapa and help us make the case to push the envelope of convention and build a luxury brand within Diageo's portfolio."
Nick Stickland, Creative Director at ODD said - "It's all to easy to use words like excited and fired-up, but truly, we're really passionate about this product and this campaign. Zacapa is aged at altitude above the cloud line in Guatemala. It's beautiful, exotic, rare, precious - and above all totally authentic."
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