Read, Taste, Talk and Watch – How an audience succumbed to the rum!

In 2007 CBS Television used the sense of taste to get tongues wagging about the premiere of their new drama series ‘Cane’.

The show told the story of a Cuban-American family who produced rum. The inventive campaign advertised Lucia Duque Rum which was the fictional brand featured on the show. The adverts ran in the L.A. and New York editions.of Rolling Stone Magazine and included a dissolvable non-alcholic “Lucia Duque Rum” flavoured  Peel n’ Taste® strip invented by First Flavor.

This gave the readers a real taste for the show and the first episode attracted a 11 million strong audience…the highest figure recorded for that airtime slot for 8 years! Taking integrated marketing to a new level, the family was also seen discussing how to market its Duque rum on the show.

 We reckon it was a total sensory success for First Flavor and CBS!