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Cruzan was looking to reposition and launch its brand globally; Minneapolis ad agency Fallon partnered with the company to redefine the premium rum experience. In a world full of liquor brands without a history, the Legendary Rum of St. Croix campaign uses 240 years of island legends, heritage and imagery to remind consumers that Cruzan is an authentic, premium rum. The creative team steered clear of the expected rum imagery and instead created a mystique around the brand—keeping one foot in the past, and one in the present—that romanticizes the island’s long history of making and drinking rum.

headline: St. Croix was invaded seven times, but we suspect at least three of those were for the rum.

headline: The locals on St. Croix have a saying: Never judge a bar by its cover.

headline: There's an old expression on St. Croix: Watch the sunset with many, watch the sunrise with few.

headline: The islanders claim there are only three perfect times to enjoy rum: high tide, low tide and in-between tide.

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