The Brand
The Naked Turtle Rum is a spirits brand—under the profile of Diageo spirits—that offers a 5x distilled white rum, made on the island of St. Croix. The Naked Turtle Rum stands out from competing spirits brands by incorporating a socially conscious facet into their identitiy.
The Challenge
Diageo aimed to have the Naked Turtle ‘stand out from the crowd,’ by ‘disrupting
the traditional marketing model.’
Some Things to Know
The Naked Turtle Rum boasts an audacious a mission of saving sea turtles, making it the only spirit in its category to have a social conscious facet weaved into their identity.
The Naked Turtle Rum brand values: optimism and clean fun.
The Audience
Young adults, age 21-35.
Live on the U.S. East Coast—specifically within the 17 states where Naked Turtle is sold.
Behaviorgraphics:
Relaxation is the main driver of alcohol consumption.
Younger Millennials love to explore both the spirits and mixers they use.
The Insight
The Concept & Message
The Strategy
Position the Naked Turtle White Rum as the leading socially conscious spirits brands, by developing a campaign that will:
1. Inform our chosen audience(s) about the Naked Turtle White Rum brand and product
2. Communicate that TNT is more than just a “party” drink by highlighting their inherent
social consciousness through its connection/fusion with the Sea Turtle Conservancy
3. Convey the Naked Turtle message of “Keep a Good Thing Going.”
The Campaign
Playing on Naked Turtle's optimistic brand characteristic, the Keep a Good Thing Going campaign was executed with the goal of spreading cheer the Naked Turtle way—with the use of an experiential activation, OOH advertising and strategic press outreach.
The Naked Turtle Beach Truck
A branded Naked Turtle truck that provides the optimism that people so desperately seek during dreary winter months by touring cities experiencing frigid temperature drops, and spreading happy island vibes.
Pedestrians are invited into a warm, beach-themed oasis, where they also find “Naked Cocktails”.
Watch the Concept
The Adopt a Baby Sea Turtle
Tying in the brand’s association with the Sea Turtle Conservancy, visitors will be offered a chance to ‘adopt’ a sea turtle by purchasing a special edition bottle of Naked Turtle, priced at $30—the yearly cost the Sea Turtle Conservancy charges to adopt a sea turtle.
Out of Home Advertising
With the objective of increasing awareness about the Naked Turtle Beach Truck and its tour dates, out-of-home advertisements incorporated an experiential element to remain top-of-mind for the audience. Heated benches at bus stops and train stations were executed to give people a preview of the larger experience.
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Strategic Press Outreach
As a spirits brand with an environmentally-conscious identity, the categories of press targets span wide, an by pitching various angles of the Naked Turtle story, we will attract a plethora of niches within the target audience.
Branded Content
Partnering with National Geographic on Earth Day, the plight of sea turtles from hatchling to nesting, will be told via print, online and social media vehicles. By leveraging the audience of National Geographic in a strategically timely manner, spotlighting the STC, as well as the Naked Turtle’s accomplishments in how many sea turtles they have already saved and plan to save, achieves the goal of continuing the aid for sea turtles and keeping that good thing going.
Why it Worked
Promoting beach related fun with the Naked Turtle in unlikely locales and seasons enabled the audience to “keep a good thing going”.
This mix of experiential, OOH advertising and press outreach ensured delivery of the campaign concept and message, while simultaneously providing an immersive experience that will create top-of-mind status for the brand among its consumers.
Metrics and KPIs
For Press Communication:
• Number of press hits
• Number of impressions and views of press hits
• Brand sentiment among consumers
For Experiential Analysis:
Amount of participants (beach
truck visitors), number of sales of NT drinks in restaurants, amount of engagement
with STC from NT consumers, amount of baby sea turtles “adopted”, post-experience
sentiment evaluation.
OOH advertisements were measured with the assistance of Vistar Media.