Don Q is a 150-year-old iconic rum brand—the first-ever Piña Colada was mixed with Don Q Gold. But to most consumers, rum is rum. And while they're elevating their drink choices everywhere else, from cheap domestic beer to craft, or from bottom-shelf whiskey to small-batch bourbon, they're still drinking the same rum they drank in college.
We wanted Don Q to represent the elevated choice in the rum category, and guide consumers on their journey to discover their tastes. Through a clever integrated branding campaign, we staked a claim for Don Q as the Unquestionable choice for discerning rum drinkers everywhere.
