RumChata Liqueur Encourages You to Have Your ‘Unusual’

RumChata, the (E. & J. Gallo) cult-favourite liqueur that boasts a unique combination of Caribbean rum, Wisconsin cream, and horchata-inspired cinnamon and vanilla flavours, is setting out to expand its audience and occasions with the launch of 'Have Your Unusual,' a national campaign that shows how the one-of-a-kind product offers a fresh take on the familiar.

Created in partnership with creative agency Preacher, the work pays off RumChata’s tendency to help dial up the fun during any occasion with a series of irreverent spots directed by all-star comedy duo Terri Timely.

Anchored by the RumChata Book Clubbers :60 video, the campaign’s concept centres around a relatable, if slightly boring, book club that turns into a relatable, yet extremely fun, ‘book clubbing’ type party—complete with everything from a passionate karaoke-style story analysis to a heated ping-pong match over literary devices. The glue that brings it all together is a shared appreciation for RumChata.

In addition, a series of cheeky OOH ads will help drive home the message and feature lines like: 'Don’t wait for vacation, Tuesday works;' 'No one says, 'Wow! I love how plain this is' and 'It’s time for mutiny against monotony.'

The integrated campaign will run throughout 2022, launching initially across connected TV, OOH, audio and social, and reinforcing RumChata as the drink of choice for anyone who’s down to embrace the unusual.

'Have Your Unusual' marks the first mainstream marketing push for RumChata since becoming part of the E. & J. Gallo Winery spirits portfolio. Gallo acquired the brand’s parent, Agave Loco LLC, in April 2021.

“What people love most about RumChata is that it is different, unique and unusual. Whether it is our surprising combination of ingredients, distinct packaging or unexpected flavour, RumChata consistently stands out. We are excited to introduce “Have Your Unusual” as a way to celebrate the individuality of the brand and our consumers.”  - Brandon Lieb, vice president of Spirits Marketing at E. & J. Gallo

“The “Have Your Unusual” idea isn’t just limited to livening up literary discussions. It’s a creative platform that invites people to switch things up and turn the expected into the unexpected whenever they can. It can be the way you change up the bar you play trivia at with your friends every Thursday, or just trying a new recipe at your regular Friday evening cocktail hour.”  -- Ryan Durr, associate creative director at Preacher.