Ron Medellin A

A visit to Young & Rubicam Brands in Bogota, reveals the agency has used the Primal Branding construct to totally reposition their client Ron Medellin Añejo rum. Using the icon of a spider, they created a new label and new attitude for the brand, then evaluated the origins, creed, rituals and other aspects of the primal code to develop creative and in-store (and in-bar) events around the brand. The result? A totally new brand that Ron Medellin CEO says is now up 10%.