The Brief

Elvis was tasked with growing the brand from cult to cool using music as key hook, and creating an experiential programme which ensures amplification through PR

Our Solution

Sailor Jerry ...Presents is a series of exciting live music brand experience events that took place in five UK cities over the 2010 summer months. These events recruited new target market consumers through the five key pillars of the brand experience: the rum, film, art, tattoos and music.

We brought Ink City - a complete replica of the original 1960’s Honolulu tattoo parlour, to two of the UK’s biggest festivals this summer, Big Chill and Bestival, as this was key territory to drive advocacy with Sailor Jerry’s target audience of 25-35 year old urbanites.

Sailor Jerry's Ink City is a complete brand experience which showcases all 4 of the brand’s central assets: the rum, the film (Hori Smoku’s biography of Norman Collins), the music and the art (Collins’ flash tattoo art). By combining these elements in a complete consumer experience, Sailor Jerry's Ink City was able to provide consumers with a truly immersive brand encounter.

The Results

With full bookings for live Sailor Jerry tattooing at both weekends, a great line up of gritty independent artists (representing the spirit and attitude of the rum’s founder, Norman Collins) and high numbers of serves, Ink City was a huge success. We delivered 13% over sampling targets.