In the US rum is often associated with pirate and plantation caricatures or spring break parties. Ten To One, Founded by Trinidadian Marc Farrell and co-owned by Ciara, aims to create a more authentic and contemporary story around rum. One that reflects the celebratory style in which it is enjoyed in the Caribbean every day. 

They came to us to help them build a brand that reinvigorates the way people taste, experience, and talk about rum. We developed a social and digital strategy that told a modern story and invited new, elevated ways to sip. To bring the brand offline, we built relationships with local tastemakers through intimate tastings and high-energy parties in NYC.

During the pandemic we shifted towards a strategy that centered at home drinking and cocktail making. We developed a narrative content series called ‘Caribbean Made’ featuring conversations with other Caribbean leaders shaping culture in creative spaces and launched radio series called ‘Isla.FM’ creating a soundtrack to sip and chill to from the comfort of your living room.