Pernod Ricard is relaunching Lamb’s Spiced Rum in energetic new packaging, with cross-gender appeal and a darker liquid, to drive higher awareness among younger consumers and reposition the brand as the go-to Spiced Rum for all occasions. Targeting men and women aged 18-28 who want to try spiced rum, which is the overall rum category driver, the new design’s bold, vibrant and eye-catching new label heightens its stand-out at point of purchase. The launch is supported by an above the line media campaign from the end of March.
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