The Appleton Estate "On the Rum" Off-Premise Campaign served as the second phase of the brand's national activation strategy - complementing the on-premise launch with retail-level visibility and conversion-focused messaging. This phase centered on driving consumer purchase intent and trade uplift at key supermarket, wholesale, and modern trade locations islandwide, anchored by the "Buy 1 Appleton Estate Signature Blend and Get 1 Complimentary 8-Year Reserve" retail promotion. Campaign Duration: June 4 - July 7, 2025

• Geo-Fenced Retail Targeting: Deployed precise location-based ads around major supermarket and wholesale partners including Progressive Foods (Braeton & Fairview), Fresh Approach Supermarket, Hi-Lo Barbican, and MegaMart Portmore to influence shoppers near point-of-sale. Social Display Ads: Extended Appleton's retail visuals across premium mobile environments, reusing the campaign's key creative assets in display ad units that mimic social media formats for enhanced engagement beyond walled gardens.
• Contextual Display and Category Targeting: Reached rum, cocktail, and lifestyle content consumers across entertainment and news sites including Jamaica Observer, CNN, Business Insider, and The Guardian.
• Sequential Retargeting: Captured mobile device IDs of users exposed to on-premise campaign ads, retargeting them with off-premise purchase messages to reinforce the trade offer.

Results:
The campaign delivered 276,048 impressions, 593 clicks, and 28 weighted actions, reaching 72,263 unique users with a CTR of 0.21% and an average CPC of US $4.59. Top-performing retail zones included Fresh Approach Supermarket (0.59% CTR), Progressive Foods Braeton (0.48%), and John R. Wong Supermarket (0.51%), confirming strong resonance in urban retail hubs.

Outcome:
The campaign successfully converted brand awareness into retail engagement, linking Appleton Estate's on-premise brand storytelling with measurable off-premise sales activation. By combining geo-fenced precision targeting, social display, and contextual placements, Appleton Estate strengthened shopper visibility and elevated trade participation - reinforcing its positioning as Jamaica's premium rum of choice both in bars and on the shelves.