Avenue C rolls out Diplomatico Rum

By AdNews | 13 June 2024

Independent media agency Avenue C has launched a campaign for Brown-Forman’s Diplomatico Rum, leveraging the UEFA Euro 2024 tournament. 

Avenue C pinpointed European football as the ideal platform for the Heart of the Rum campaign, with more than 60% of their target demographic - the affluent spirits drinker in the Australian market - following the football. 

The campaign will surround UEFA Euro 2024 on Optus Sport, encompassing both linear and BVOD platforms. Integrated Golden Breaks, sponsor billboards and a brand lift study have also been secured to maximise campaign effectiveness.

Brown-Forman senior brand manager, Richard Dredge, said Avenue C constantly think outside of the box when responding to media briefs and this year's response didn't disappoint.

"We are extremely excited to see our Super Premium rum Diplomatico mixing with the stars of Euro 2024 through our Optus Sport partnership," he said.

"We hope this campaign introduces Australians to Diplomatico Rum and encourages trial of our delicious liquid throughout the tournament leading up to World Rum Day on the 2nd of July”.

Avenue C group business director Elena Gianni said working with Brown-Forman is always fun and exciting.

"The collaboration, respect and belief they place in us allows us to constantly look for solutions to elevate our brands and explore new avenues," she said.

"Diplomatico is proof of this, from the initial presentation and each step along the way, the team have worked alongside us to make each touchpoint as relevant and impactful as possible and we look forward to our work translating into business results.”



Client team:

Ollie Dickson - Marketing Director

Mark Fischer - Marketing Manager SP Portfolio

Richard Dredge - Senior Brand Manager

Dany Karpf - Brand Manager

Tianwei Pang - Integrated Marketing Communications Manager

Conor Fisk - Content and Social Manager

Avenue C team:

Melissa Mullins – Chief Strategy Officer

Elena Giannini – Business Director

Clare Zappia – Media Director

Chris Zoomerschoe – Digital Director


META, Optus Sport and YouTube

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