Case Study: Appleton Estate connects with Jamaican heritage through Set Creative’s Rum Bus activation

Appleton Estate raises over $75,000 with Set Creative's Rum Bus activation

Appleton Estate, a producer of premium aged rums, faced the challenge of consumers not understanding the sophistication of its product beyond typical Jamaican stereotypes. The vendor, Set Creative, was engaged to address this brand perception issue through an experiential marketing activation.

Set Creative's solution was the "Rum Bus," a modified Bedford bus that recreated an authentic Jamaican Omnibus Service to host personalized tasting sessions. This approach brought the brand's rich history to life. The campaign was highly successful, raising over $75,000, generating 113 press coverages, increasing Appleton's Twitter followers by 140%, and growing its Facebook page engagement significantly.

Appleton Estate