Appleton Estate X Sean Brown

Position Appleton Estate as a leading, modern brand via an exclusive and authentic partnership.

Appleton Estate is a proudly Jamaican brand, known for making premium rum in the heart of the island for over 250 years. To bring this Jamaican history and pride to Canada, we partnered with Jamaican-Canadian artist and influencer, Sean Brown. 

Custom Appleton Estate pieces were designed for Sean Brown’s viral Curves collection, inspired by the organic shape of the Appleton bottle and vibrant golden hues of the liquid. The “Rum Spill Coasters” were distributed to consumers through social giveaways on Appleton Estate Canada’s Instagram. The exclusivity of the products, alongside Sean Brown’s influence resulted in 2.79M Organic & Paid Social Impressions, surpassing our goals by 290%.

To further connect the brand to the Jamaican-Canadian community, we worked with Sean Brown to design a pop up bar that emulated the vibrant energy of Jamaican roadside bars. In partnership with local restaurants in key Canadian cities, like Chubby’s in Toronto, we offered free rum tastings and gift bags (including the exclusive Curves x Appleton Estate coasters), and of course, all day parties with Appleton Estate premium cocktails, the best Caribbean DJs, and Jamaican bites. 

To promote the collaboration, we created a series of videos and stills to be used as digital placements and social ads. My team worked very closely with Sean Brown’s team to maintain his personal brand’s integrity while meeting the clients goals and KPIs. Through this close collaboration, we successfully crafted beautiful spots that equally represented Appleton Estate’s Jamaican pride and Sean Brown’s creative mastery.