Separating Diplomático from the Premium Rum Pack

Separating Diplomático from the Premium Rum Pack

Challenge: Create and execute the first-ever, national US integrated campaign for independent premium rum master Diplomático.


  • Identified Diplomático’s target “premium spirits” US audience and leveraged data and insights to identify over-indexing media outlets to target, which spokesperson to bring on board, as well as data-driven strategies for targeted paid media, brand social media, influencers, and e-Commerce
  • Enlisted Celebrity Chef Michael Symon and a diverse group of influencers in 5 target markets to drive media coverage for “The Heart of Rum” campaign, as well as anchor a targeted paid media campaign to generate buzz and drive conversion with current and new brand fans, retailers, and e-Commerce partners


  • Drove coverage in consumer outlets (including Rolling Stone, Men’s Journal, GMA/ ABC, Town & Country) that over-index with their current and expanded audiences
  • +703% PR reach YoY, and more traditional media impressions than their five closest competitors combined
  • Reached 42% of the “premium spirits” target US audience in year one
  • Holistic campaign helped Diplomático expand with current retailers, e-Commerce partners, and hospitality customers, driving 30%+ YoY volume growth, significantly outpacing the general rum category, and making it one of the leaders in premium rum
Michael D Symon for Diplomatico rum
Michael Symon for Diplomatico rum