Wood’s 100 holds out for a hero this summer

Wood’s 100, the 150 year old dark rum brand has launched a campaign in the UK to discover “what makes a modern day hero”.

The activity includes the release of a study which reveals what kind of professions society considers to be the most heroic – with the navy and army coming out in pole position.

A supporting PR campaign, targeting naval titles in particular, will see new serve suggestions being pushed at target consumers via an email campaign this summer.  

Regional PR and radio activity aims at broadening the brand’s appeal to the younger market, whilst encouraging other dark rum drinkers to trial the brand and re-think rum.

Gemma Adams brand manager for Wood’s 100 says: “The research is a fascinating snapshot into what it means to be a hero in 2009 and its great to see our armed forces being recognised like this. The navy, in particular, is an important part of our heritage and Wood’s 100 remains a much loved drink with a rich history.

The “What make a modern day hero” campaign will be supported by the monthly men’s magazine GQ.

1 August 2009 - Felicity Murray