Old J - a solid social media and content strategy

Old J – the iconic spiced rum brand – was looking for a communications partner to help build a sense of community and brand love, and support its headline listing in Morrisons.

Back to profile

With Smoking Gun’s wealth of experience in FMCG, we were the perfect candidate to catapult its growth.

We needed to increase purchase consideration and awareness amongst relevant audiences, and drive engagement across social channels.

Content was given a new look and feel, which in turn reinvigorated how we were communicating with our social audience – living the brand’s dry sense of humour and wit.

And with supporting the Morrisons listing high on our agenda, we designed a series of paid ads to constantly test and learn across platforms.

Strategy

We developed a solid social media and content strategy to ensure all activity was structured, on-brand and working towards our objectives.

Video and photography needed a complete refresh, and we forged partnerships with audience-relevant brands and influencers.

Creative hero campaigns offered stand-out moments to dial up visibility and build the brand personality.

Highlight activity included…

A photoshoot with a difference – Old J isn’t afraid to push boundaries – and neither was our cocktail inspired photoshoot. Shot in a Hula Tiki Bar and featuring props from miniature dinosaurs to Batman, the shoot generated a bank of new photography and Reels for all channels that really stood the brand apart from its competitors

Collab with food influencer Fat Sam Eats – who created original recipes using Old J rum flavours. The campaign reached his highly engaged Instagram and TikTok audiences and became hero content for owned channels Micro-influencer cocktail campaign – engaging Old J’s cult following and directing consumers to Morrisons.