Rum is often thought of as a pirate's liquor of choice. You might imagine a palm tree and a parrot. How do you elevate rum from such an entrenched cultural stereotype?

 

Ten to One came to SelfMade looking for next-level copy that united the sophistication of urban living with the joy and celebration of life in the Caribbean. With its launch in New York City, we conceptualized a city escapist fantasy of experiencing the tropics in every bottle. A roundtrip to the beach without the layover.

Combining the familiar imagery of a keyboard with Caribbean or city views, my writing offered a graspable tease of the Caribbean's culture of celebration in every sip. We implemented a few content buckets: whimsical edits of brand mascot Isla the Ibis, the rich story behind its founder Marc Farrell, the ethos behind #beautyintheblend and #artofcelebration, as well as minimalist recipe cards to evoke TTO's versatile features. Overall, my clever and savvy tone brought the luxe feel of Ten to One's rums to a refined audience thirsty for a finer rum.