Avenue C leverages UEFA Euro 2024 to launch Diplomatico Rum campaign

Avenue C - Diplomatico

The Heart of the Rum campaign will surround the UEFA Euro 2024 on Optus Sport, encompassing both linear and BVOD platforms.

Avenue C has leveraged the upcoming UEFA Euro 2024 tournament to launch the Diplomatico Rum campaign for American distilleries company Brown-Forman, targeted at affluent spirits drinkers in the Australian market.

Research by the independent media agency pinpointed the European football tournament as the ideal platform to create prominence and drive reach for the brand in alignment with its personality and craftsmanship, with over 60% of the target demographic following the sport.

The Heart of the Rum campaign will surround UEFA Euro 2024 on Optus Sport, encompassing both linear and BVOD platforms. Additional integrated Golden Breaks, sponsor billboards, and a brand lift study have also been secured to maximise campaign effectiveness.

Elena Gianni, group business director with Avenue C, added: “Working with Brown-Forman is always fun and exciting. The collaboration, respect and belief they place in us allows us to constantly look for solutions to elevate our brands and explore new avenues.

“Diplomatico is proof of this, from the initial presentation and each step along the way, the team have worked alongside us to make each touchpoint as relevant and impactful as possible and we look forward to our work translating into business results.”

Richard Dredge, senior brand manager at Brown-Forman, said: “Avenue C constantly think outside of the box when responding to our media briefs and this year’s response didn’t disappoint. We are extremely excited to see our Super Premium rum Diplomatico mixing with the stars of Euro 2024 through our Optus Sport partnership.

“We hope this campaign introduces Australians to Diplomatico Rum and encourages trial of our delicious liquid throughout the tournament leading up to World Rum Day on the 2nd of July.”

Brown-Forman team:
Ollie Dickson – Marketing Director
Mark Fischer – Marketing Manager SP Portfolio
Richard Dredge – Senior Brand Manager
Dany Karpf – Brand Manager
Tianwei Pang – Integrated Marketing Communications Manager
Conor Fisk – Content and Social Manager

Avenue C team:
Melissa Mullins – Chief Strategy Officer
Elena Giannini – Business Director
Clare Zappia – Media Director
Chris Zoomerschoe – Digital Director

META, Optus Sport and YouTube

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