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RedLeg Spiced Rum launches first TV advert

Spiced rum brand RedLeg has launched its first TV advertising campaign.

The £500,000 advert showcases the brand's vanilla and ginger spiced rum and brings to life the red-legged hermit crab, from which the brand takes its name, in a 'Crab Dance'.

It was produced in partnership with advertising specialist °Small World and its partner 10 Days, with media strategy led by the ITV AdVentures team.

Kate O'Connell, marketing operations director at Distil, which owns RedLeg, said: "We're excited to launch our first-ever TV appearance for RedLeg in a move that represents a step-change for the brand.

"RedLeg has been a strong performer within the category since it launched in 2013, and we're confident that this campaign will help propel the brand to the next level from both an awareness and commercial point of view.

"The ad was an opportunity to bring our hermit crab and brand ethos to life. native to the Caribbean, [hermit crabs] are social despite their name and take life as it comes, embodying the laid-back spirit of the Caribbean that RedLeg celebrates."

The RedLeg range now also includes Pineapple and Banana expressions alongside the original spiced rum drink.

21 April 2022 - Bethany Whymark