Matthew Mayes FRSA

House of Angostura in Trinidad and Tobago is one of the Caribbean's leading rum producers with a collection of rum brands and is the world's market leader for bitters. Angostura bitters is a concentrated bitters and is typically used for flavouring cocktails. The bottle is easily recognisable by its distinctive over-sized label and has not been changed since the first bottle was introduced to the world in 1824.

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Angostura needed to raise awareness of their brand and product portfolio to reach a higher volume of UK consumers with negligible advertising spend, in a hyper competitive UK drinks market

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To support their association with London Cocktail week we devised an integrated digitally led experiential campaign to deliver seamless integration of social into an experiential environments. The campaign idea focused on an old sugar cane plantation truck to enable sampling and create stand out, with full use of social media channels to amplify the customer experience and drive brand awareness amongst the consumer cocktail loving audience.

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Role and responsibilities: Strategy, Concept, Information Architecture and Design Direction

GMR Marketing 2014