A favourite of pirates, Carribeans and Dave down at the fishing club has received a brand overhaul to reconnect with its Kiwi roots.
The refit of Lion Nathan’s flagship rum brand Coruba by Blackwood Communications Group incorporates a new brand positioning “The Rum from the Sun” and encompasses everything from packaging and point of sale through to promotional campaigns and a new 60-second television commercial shot at Muriwai beach by Josh Frizzell of Curious Films.
But it’s not all out with the old, in with the new. “The television spot in particular is still true to the sun-soaked essence of the Coruba Brand,” says Susan Cassidy, Lion Nathan marketing manager. “What’s new is the context – we’ve given it a contemporary look and feel, including an inspiring new music track that reflects modern Kiwi tastes.”
Coruba was launched in 1967. In recent years Lion Nathan admits New Zealand’s drinkers have been “spoilt for choice” and other spirits have been gaining ground. However, the company obviously has faith that it can recapture the spot in our vodka-hardened hearts. Underpinned by a “significant” year-long media spend, the commerical assault wil also include major trade, in-store and bar promotions.
