The Brief:
We pitched for the relaunch of Brugal Rum in Europe.
They wished to position it as 'The Drink of Anticipation'.
The Solution:
We distilled the entire brief down to three ellipses - the universal icon for 'Anticipation'.
We used these ellipses in conjunction with intriguing imagery that evoked 'moments of anticipation'.
For phase 2 of the relaunch we proposed to push the "..." concept to become even more abstract and intriguing.
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