US – With its Have Your Unusual advertising campaign, alcohol brand RumChata is showcasing how its rum drinks can suit any occasion – from the night club to the book club. Aiming to attract new audiences, the humorous campaign depicts a homely book club transforming into a house party, with revellers playing table tennis as they drink and discuss their book's themes or talk about their own literary endeavours.
Made with creative agency Preacher, the ad aligns RumChata’s liqueurs with unexpected events, illustrating how its range of products can suit, if not enhance, a variety of occasions. It also shows how alcohol brands can target drinkers entertaining or socialising at home around shared interests – the homebody economy continuing inter-Covid – rather than at a bar or club.
As revellers in the advert pontificate on their book's plot development, the campaign also aligns itself with the Kindred Diners movement, which promotes convivial, pleasurable yet thoughtful eating experiences that unite like-minded strangers.
Strategic opportunity
As consumer dining and drinking behaviours shift in response to the pandemic and personal feelings about socialising, alcohol brands can consider campaigns that reach more niche communal events
