Product & digital campaign

Challenge: Create a sustainable product that reflects the nautical heritage of Fitzroy.

Insight: We see a large amount of products and services that consciously contribute to a cleaner environment. Surprisingly though, we don’t see any evidence of this trend appearing in the liquor market.

Idea: The first sustainable rum label: Fitzroy Premium Navy Rum. By melting waste from our North Sea, we produced marble look-a-like bottle caps, creating a unique design that invites people to reuse this bottle for other purposes as well.

Result: A staggering volume of global earned media, adopted by an established retailer ( and a cleaner piece of the North Sea.