Cumbé Spirit - ‘Summer Soirée’ Marketing Campaign
Cumbé is a premium Aquardiente that brings a fresh vibe to the Guaro culture refining its take on the popular Colombian spirit of festivity and tradition.
Popular in Colombia, Cumbé now wants to move onto the US market, where they are perceived as a premium sipping spirit. This means not only having stellar appeal but also telling a new story about their product.
The Cumbé brand finds its inspiration in the vibrant tropical waters of Colombia's coast. Drawing from the warm spice tones of star anise, they delicately accentuate the blues with complementary coral hues. Furthermore, the brand is influenced by the energetic Latin-American dance, Cumbé, popular in Colombia. Lastly, the company incorporates elements of Colombia's rich symbolism, including its national bird, flag, and traditional dress patterns, infusing each product with a touch of cultural significance.
Colombia's reputation for its warm and familial atmosphere, coupled with Cumbé's emphasis on these values in its branding, served as the inspiration behind their latest campaign. Titled 'Summer Soirée,' the campaign encapsulates the essence of love, romance, friendship, and sophistication experienced during summer moments shared with loved ones and Cumbé spirits. It portrays couples cherishing intimate settings, celebrating love, or groups of friends revelling in friendship and fun, all while enjoying refreshing cocktails crafted with Cumbé in vibrant cities like New York, Miami, or Los Angeles. I aim to introduce limited-edition cocktails in these locations, each inspired by the spirit of summer.
Facebook promotional videos:
Instagram posts:
Blog headers:
In summary, the ‘Summer Soirée’ campaign for Cumbé spirits is designed to encapsulate the essence of love, romance, friendship, and sophistication experienced during summer moments. Through alluring visuals and engaging storytelling, the campaign aims to:
Capture Attention: By showcasing couples enjoying romantic moments and scenic summer settings while sipping Cumbé cocktails.
Create Desire: By highlighting the premium quality and versatility of Cumbé spirits, enticing the audience to indulge in the sophistication and fun associated with the brand.
Prompt Action: By inviting the audience to explore the campaign further, participate in limited-edition cocktail experiences, and engage with the brand through emails or DMs for exclusive offers and updates.
Ultimately, the goal of the ‘Summer Soirée‘ campaign is to create a sense of inclusivity, celebration, and memorable experiences for young professionals, college students, and social drinkers alike. It's about igniting the spark of connection and creating unforgettable summer moments with Cumbé spirits.