Deerfield, Ill. United States – May 19, 2014 – Today, Cruzan® Rum is bringing “The Don’t Hurry” mindset to its fans with the newest iteration of the brand’s popular digital campaign. The Don’t Hurry campaign, which first launched in 2013 by inviting fans to visit the metaphorical Island of The Don’t Hurry, is now bringing the same mindset to everyday life. Just as Cruzan® doesn’t hurry its aging process, the brand encourages fans to slow down and take it all in.
THIS IS THE DON’T HURRY
In a light-hearted but thoughtful way, the new digital campaign, created by Walton Isaacson, shows why it’s important not to hurry through life in two 30-second videos and three 15-second pre-roll videos. The campaign will be supported via social media, digital support, public relations and retail extensions.
“If you hurry through life, you could miss something big, and that’s what we really want people to take away from the campaign,” said Brendan Lynch, Senior Director of Rum & Cordials at Beam Suntory. “We’re often so focused on what’s in front of us that we miss what’s going on around us. It’s important to slow down, take the time to enjoy the best things in life, like Cruzan Rum, one sip at a time – and our fans agree.”
To view the videos, visit: www.YouTube.com/CruzanRum.
SAVOR EVERY SIP
To encourage consumers to adopt The Don’t Hurry mindset in their everyday lives, Cruzan recommends starting with a signature cocktail like the Cruzan Life’s a Peach, made with its newest flavor - Cruzan Peach Rum - along with Cruzan Aged Light Rum and other fresh ingredients.
Cruzan Life’s A Peach
Method: Add all ingredients to a blender with two ice cubes and blend for 20 seconds. Let it settle for another 20 seconds, then pour into a chilled coupe glass. Garnish with a lightly slapped mint sprig.
About Cruzan® Rum
Named for the people of St. Croix (Crucians), Cruzan® Rum is synonymous with the spirit of the island whose unpretentious and authentic lifestyle proves that life – like our rum – is more enjoyable when you embrace The Don’t Hurry and sit back, relax and take things one sip at a time. The Nelthropp family, who has called St. Croix home for eight generations and runs the distillery to this day, crafts each of its rums with natural ingredients and a five-column distillation process. Cruzan® also touts one of the cleanest-tasting rums in the industry – a characteristic derived from crafting a spirit with low levels of fusel oils, a by-product of the distillation process which, if not removed, can taint the smell and taste of the rum.
About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the flagship Jim Beam bourbon and Yamazaki Japanese whisky, as well as world renown premium brands including Maker’s Mark and Knob Creek bourbons, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur. The company generates annual worldwide sales of approximately $4.6 billion excluding excise taxes.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and entrepreneurial culture. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.