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Don Papa unveils new spring marketing campaign

Don Papa Rum is preparing for the launch of its next global lifestyle campaign, ‘A Sweet Sugarlandia Spring’.

The Filipino Rum brand will launch the campaign in April 2021, following on from the success of its first global marketing campaign, ‘Winter in Sugarlandia’, launched in November 2020.

Shot in California by US-based Filipino photographer Steve Tirona, the new social media campaign will depict springtime scenes of picnics and languid cocktail hours featuring four new Don Papa cocktails.

The campaign was shot at Dawnridge House in Beverley Hills, home of designer Tony Duquette, which featured in hit Netflix series ‘Ratched’.

The new cocktails, designed by Don Papa’s Los Angeles-based brand ambassador Tomas Delos Reyes, are designed to evoke a sense of spring and feature exotic flavours from Don Papa’s island home.

To support the new campaign, Dona Papa also commissioned Manila-based Filipino poet Anca Bautista to write an original piece, entitled ‘The Sweetest Spell of Spring’: 

At the close of cold, trapped winter, open wide the door,
Greet the brilliant promise of a day with much in store.
The golden rays of sunshine, spilling languid and alight;
A fine, romantic picnic to last from noon to night;
Bewitching strains of music, bright whimsy in the air,
A spread pf cool elixirs poured out for friends to share;
Laughter from the gardens, games across the lawns,
The dreamy scent of flowers as the veil of dusk is drawn. 

And now, you dreamers, waken; come drink, and dance, and sing!
The dream you have been dreaming is the sweetest spell of spring.

16 March 2021 - Bethany Whymark