Agency-created Rum Brand Continues to Grow, Six Years After Sale to Liquor Marketer
Posted in: Uncategorized
From nail polish to booze, plenty of ad agencies are experimenting with product development, as Ad Age recently documented.
But few have been as successful as Quaker City Mercantile, a Philadelphia-based shop that 15 years ago created a lifestyle brand called Sailor Jerry. The brand is named for Norman “Sailor Jerry” Collins, a renowned American tattoo artist and Navy man of the mid-1900s. The brand’s flagship product is Sailor Jerry rum, which has grown to become the fourth-largest rum in the U.S. with nearly 5% share, according to IRI, which excludes bars. Sales grew by 6.3% to $31 million in the 52 weeks ending May 18, according to IRI.
Quaker City, formerly called Gyro Worldwide, sold the rum to liquor marketer William Grant & Sons in 2008. But Quaker City remains the lead creative agency on the brand. Sailor Jerry’s newest campaign, called “Life Outside the Lines,” launched Monday. Ads, which are airing on national TV, mix shots of skateboarders and motorcycle riders with cult film imagery and glimpses of tattoo designs created by Mr. Collins. The campaign’s soundtrack is “TV Eye,” from the classic 1970s Stooges album, “Fun House.” The ads follow Sailor Jerry’s national TV debut in 2012.
Post a Comment