Work

Ron Zacapa in ARCOmadrid 2020

For the third year, Ron Zacapa was a sponsor of the most important international contemporary art fair in Europe: ARCOmadrid 2020. 

For 5 days, Ron Zacapa was present in various areas of the fair, introducing about 100,000 visitors to its exquisite taste and unique process of elaboration.

OBJEcTIVe

Position Ron Zacapa as a distillate linked to fine cuisine, communicate its high quality and that it is a unique rum aged above the clouds in the mountains of Guatemala

Reception

Through our efforts with Ron Zacapa, more than 12,000 people came to the space to enjoy tastings and cocktails, along with more than 150 journalists, digital influencers and celebrities, including actors Pedro Alonso, Clara Alvarado, Nathalie Poza and Manuela Velasco.

BARRIERS

Highlight the superb artisanal quality of this rum to target consumers. With this in mind,  various appealing activations were created - curated tastings, signature cocktails and surprising flavor combinations.

Insight

Ron Zacapa is aimed at a premium clientele, the kind of high-end patrons among the visitors to ARCOmadrid who appreciate the quality and artisanal crafting behind a production process as unique as Ron Zacapa’s.

Actions

We created “El Patio” for Ron Zacapa, a space inspired by Guatemala’s crafts and its  indigenous charm, where curated tastings, cocktails and degustations were offered to  visitors.

On ARCOmadrid’s opening day, we organized a presentation in El Patio during which Andoni Luis Aduriz, chef of Mugaritz restaurant, and world-famous Spanish actress Paz Vega showed the media a new gastronomy proposal exclusively available on Mugaritz’ 2020 menu .

We facilitated the creation of a pop-up restaurant in the Fair’s gastronomy zone by NuBel, Reina Sofía Museum’s restaurant . The objective was to offer visitors high end cocktails and cuisine pairings during the Fair.

By creating a media partnership  with the Fair’s official media  AD magazine and ABC newspaper, we generated coverage for the brand in online editions and various social media networks.

We introduced a ticket raffle for entry to the Fair for followers of eat&love, a famed Madrid social media foodie guide.

An additional special activation generated organic social media postings by Fair attendees.

The Team

ACCOUNT TEAM

EVENTS & CREATIVE TEAM