Wray & Nephew Cultural Marketing

We were briefed to reposition Wray & Nephewfor a music-loving Gen Z audience, elevating the brand against core competition and presenting it on social as the rum of choice across multiple consumption occasions.

Position Wray at the heart of music and culture whilst driving metrics with an array of dynamic social campaigns whilst demonstrating true understanding and appreciation of the community that the brand serves.

Outsmart – not outspend. We reworked Wray & Nephew's commications strategy so it would truly hero its community: from celebrities and up-and-coming talent to businesses and entrepreneurs. Uniting all channels, we created a consistent brand platform with an always-on social approach, driven by disruptive campaigns and IRL activations.