Acclaimed rum distillery Illegal Tender appoints Electric Agency to a fully integrated brief

Dongara based Illegal Tender Rum Co have appointed Perth full-service agency Electric, to help support their growth plans. The agency’s remit covers brand development and integrated campaigns to increase awareness, distribution and pull through, with traditional and digital work.

“We’re a growing brand with ambitions to be considered one of the world’s leading rums. We appointed an agency that could guide our strategic course and execute those plans with the same professionalism, detail and thought we put into making our great Australian spirit,” said Codie Palmer, the Founder & Head Distiller at Illegal.

“With Electric Agency we’re more than confident we can benefit from consolidating all our requirements into their one-stop integrated creative business solution.”

The agency began working with the client on a seasonal channel support project before Christmas and were retained to provide ongoing coordination of brand development, and will be delivering advertising, direct marketing, content, email marketing events, Internet, point of sale, packaging design, public relations, SEO, SMS, social, sponsorship, telemarketing, vehicle livery, video and website development.

Although Illegal Tender has been making and selling ‘White’ Rum and ‘Spiced’ Rum for eighteen months, an actual ‘rum’ must be aged for a minimum of two years to be called that in Australia. Later this year the distillery is launching their first small batch rum and the client has organised a new music festival to launch the spirit. Electric are creating the identity and promoting the event as well as designing the packaging and launch for the rum.

“When you meet such nice, honest, and passionate makers at the beginning of the enterprise journey you really want them to do well,” commented Nick Eggleton the MD of Electric. “Our job is to tell the world the authentic truth about Illegal Tender with the resources available. Prioritising and selecting the most effective tactics to develop brand awareness and sales activation. It’s great credit to them that they chose an integrated approach rather than trying to co-ordinate multiple providers. They get the benefit of all our expertise and experience.”