Just one of the national TV campaigns we did over the course of my tenure as CD. This one we also leveraged some behind the scenes coverage to push out via social media.
As a new entrant into the dark rum category, we wanted to create some rituals and traditions around Black Magic. Granting your hearts desire as you down a shot seemed like a great place to start. We don't have hard data to back this up, but we have heard that the more shots you take, the more likely your night's wish will come true.
