OAKHEART® Genuine Spiced Rum Hits Shelves with New Signature Packaging
Following Another Win for Best Tasting Spiced Rum
Honors the Spirit of Comradery with Unique Advertising Campaign & Experiential Activations Across the U.S.
Hamilton, Bermuda, October 20, 2016 – OAKHEART® Genuine Spiced Rum has “benched the Captain”
again as a result of a U.S. national blind taste test that found it to be the best tasting spiced rum compared
to Captain Morgan® Original Spiced Rum among consumers ages 21-34. The test was administered by
the independent, third party research company, Radius Global Market Research LLC, 120 Fifth Avenue,
New York, NY 10011.
This news follows the launch of last year’s “All in, All Heart” campaign which took aim at Captain
Morgan. The bold campaign will continue, expanding targeted media efforts and promotions in the
coming months, and mobilizing a program of consumer experiences across twelve key U.S. markets in
tandem with top sporting events throughout the fall and winter seasons. Among the many exciting
developments for the favored spiced rum, OAKHEART is also announcing that the brand will be
packaged and positioned to stand alone from BACARDÍ®.
New Packaging
Among the many exciting developments for the favored spiced rum, OAKHEART is letting consumers
know that its product will stand alone from BACARDÍ, with new packaging that brings to life the
authentic nature of the liquid meant for consumers to toast with their inner circle. The new OAKHEART
packaging is designed to provide familiarity to the existing product, however the new direction is more
classic and masculine in its style. The label now embodies both the OAKHEART brand and Americana
spirit, with the new icon depicting a barrel with flames extending from each end over a pair of crossed
axes – an homage to the charred American oak barrels in which OAKHEART is mellowed, and that are
coopered in the American heartland.
“OAKHEART has emerged as a strong contender in the spiced rum category with its own strong
identity,” said Nadine Iacocca, Brand Director, Rums for Bacardi in North America. “Created as a tribute
to the closest of friends, ‘Heart’ pays homage to the bond between them, while ‘Oak’ is a salute to the
strength of this bond. The positioning and new packaging is reflective of this spirit and will be brought to
life through a U.S. advertising campaign running until December and experiential consumer activations
beginning in October and running through March.”
The Brotherhood
Timed around professional sporting events, and with the 21+ millennial male in mind, OAKHEART will
challenge consumers as a Brotherhood to physical feats in key markets. Groups of friends will be asked to
step up together to raise a flag mounted in a giant American oak barrel. If they succeed they will then be
invited to “Take the Oakth,” initiating the team into the OAKHEART brotherhood by carving their name
into the barrel, cementing their legacy and claiming victory as a pack. That barrel will then travel across
the U.S. to subsequent events. The brand will also be teaming up with hometown heroes in select cities,
kicking off in Philadelphia with the legendary former American football running back, Brian Westbrook,
who will play host to the launch event and assist fans in the “Oakth” challenge on their paths to ultimate
OAKHEART glory. Target markets include Pennsylvania, Michigan, Florida, Minnesota, California,
Ohio, Wisconsin, Colorado, North Carolina, Illinois, Texas, and Indiana. These consumer events
exemplify the “All in, All Heart” campaign that originally launched across four markets in 2015 with
much success.
Marketing Campaign
Advertising efforts will include targeted, localized tactics during key bonding occasions, tailgates, and
sporting events in the digital, radio, social, and out-of-home landscapes. In addition to hyper-focused
digital partnerships, consumers who are planning their weekend tailgates in key U.S. markets can expect a
custom geo-targeted Snapchat filter from the brand, encouraging sports fans to stock up on OAKHEART
for game day. Out-of-home will also focus on game days including mobile billboards and aerial banners
in high-traffic areas with proximity to major stadiums. Additionally, the brand has partnered with
Barstool Sports, a popular men’s satirical sports-focused, lifestyle blog, as the exclusive category partner
for the Barstool Bar, where all Barstool video content and interviews with athletes are captured and
shared with readers.
OAKHEART Genuine Spiced Rum is expertly crafted from heavily charred American oak barrels to give
it a unique, smoky flavor before being filtered through charcoal, and then finished by adding a secret
blend of spices. OAKHEART Spiced Rum is available nationwide starting at $14.99.
About OAKHEART® Genuine Spiced Rum
OAKHEART Genuine Spiced Rum was created as a toast to the closest of friends. The smooth and
flavorful liquid is expertly crafted and aged for a minimum of one year in specially selected charred
American Oak barrels to impart a hint of smokiness, then shaped through a secret blend of charcoals and
finished by adding a secret blend of spices. The rum delivers the characteristics of oak barrel staves with
the essence of bourbon or brandy, a hint of smoke from the charring process, background notes of dried
fruit and heavy delivery of sweet creamy butterscotch. Notes of custard, maple and honey flavors coat the
tongue and finishes with a touch of pepper. www.Oakheart.com
The OAKHEART Genuine Spiced Rum brand is part of the portfolio of Bacardi Limited, headquartered in
Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi
International Limited.
Media Contact
Harrison & Shriftman – Jenna Gerbino, [email protected]; Annelisa Sichel, [email protected]
LIVE PASSIONATELY. DRINK RESPONSIBLY.
©2016. BACARDI, THE BAT DEVICE, OAKHEART DEVICE AND TRADE DRESS ARE TRADEMARKS.
RUM WITH NATURAL FLAVORS AND SPICES – 35% ALC. BY VOL.