THE NAKED TURTLE WHITE RUM:
EVERY BOTTLE SAVES A TURTLE
Having launched to market as recently as 2012 in a handful of beach towns across, you could say that DIAGEO’s nurture brand ‘The Naked Turtle’ is still a bit of a hatchling. Originally functioning under a fratty “Malibro-esque” persona, this brand looked to us for a fresh start.
Giving this turtle a new voice started by studying how this new wave of Social Media influencers presented themselves to the world. They are fun, but woke. They care about their new skincare routine as much as they care about the world – and most importantly, they want everyone to know just how much.
That’s why we proposed the ‘Every Bottle Saves A Turtle’ program – a tangible spin on a pre-existing but vague relationship with The Sea Turtle Conservancy. Now, the brand donates money for sea turtle preservation efforts with every bottle sold, giving their audience the ‘night out in town’ equivalent of wearing Toms.
LOOK & FEEL
