At the heart of this iconic multi-category, premium lifestyle brand is its core fans: straight-talking, cynical and skeptical about marketing and advertising. Tasked with launching the brand into new markets via this core group, a ‘roots-up’ strategy was activated – one that would entrench the brand into the local, hard-to-reach culture by identifying the legit crowds and neighborhoods – not just the ones the internet claimed were legit.
Culture Blueprint Marketing mapped out local networks for recommendations and personal introductions - engaging prospect fans in collaborative and organic projects: creative and bespoke initiatives unique to their neighborhood and community. Sarah Feeney personally conducted a unique kind of self-created method research: living and working remotely - embedding Sailor Jerry Rum into the local culture to create brand awareness and revenue development. Culture Blueprints formed the backbone of the work with 40 created across a 7-year timeframe.
A deep-dive into the local culture – engaged, new target consumers and influential partners, won new accounts and achieved extensive grass-roots influence and coverage.
delivered 67 events across 8 countries with 10k people sampled and 2m reached online across one year
helped take the business from 5,060-cases to 41,407-cases within 4 years in Australia
positioned Sailor Jerry globally in 40 countries including Bali, Tokyo, Sydney, Moscow