The Appleton Estate "On the Rum" on-premise campaign marked the first phase of the brand's new multi-channel strategy to re-establish Appleton Estate's dominance in the premium dark rum category. Running through June into early July 2025, this activation focused on re-engaging consumers within high-traffic bars, lounges, and restaurants across Kingston, showcasing Appleton's authentic craftsmanship and reintroducing the portfolio through premium mixology and edutainment-led content.

Campaign Duration: June 4 - July 7, 2025

• Geo-Fenced Targeting: Focused on top Kingston nightlife and dining venues including The Jamaica Pegasus, East Japanese, Signature Lounge, D'Lux Restaurant, and The Copper's Lounge, to reach on-premise patrons with precision.
• Social Display Ads: Extended Appleton's premium social content into programmatic ad spaces across lifestyle and entertainment platforms, maintaining the native look and feel of social posts while delivering higher reach and viewability.
• Static Display & Contextual Targeting: Supported upper-funnel awareness with rum education messaging around "On the Rum" and Appleton's aged expressions.
• Audience Retargeting: Captured on-premise mobile device IDs for retargeting in subsequent phases of the national "On the Rum" campaign.

Results:
The campaign delivered 186,106 impressions, 407 clicks, and reached 44,947 unique users, achieving a CTR of 0.22% and a CPC of US $2.41.Top-performing zones included East Japanese (0.57% CTR), D'Lux Restaurant (0.53%), and The Jamaica Pegasus (0.46%), confirming strong resonance among Kingston's premium social and dining audience.

Outcome:
The campaign successfully reintroduced Appleton Estate to Kingston's on-premise audience, blending geo-fenced precision and lifestyle-led creative to deliver measurable visibility in premium nightlife and dining environments.It established the foundation for the upcoming Off-Premise and Education phases, driving early momentum for the broader "On the Rum" brand platform and reinforcing Appleton Estate's position as Jamaica's true premium rum - refined, authentic, and always on the move.