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Rumhaven
Sipping Into Summer With Bachelor In Paradise
Partnering with former contestants Aaron Clancy and James Bonsall, who made waves for finding bromance instead of romance on the show, we launched a campaign inspiring fans to shake up their summers and cheers to the unexpected with new Bachelor in Paradise x RumHaven cocktails.
The Deets
Project
Bachelor in Paradise
Client
Rumhaven
Year
2022-2023
Category
Two-Way Engagement
Partnerships & Collabs
Services
The Situation
As a brand that encourages fans to "Sip Into Paradise," RumHaven Caribbean rum with coconut liqueur wanted to deliver a partnership that brought the promise of the tropics to life for its fans.
The Challenge
We wanted to reach millennial women in an authentic way that resonated with both their interests and the brand’s.
The Insight
Millennial women love The Bachelor, and it just so happens that one of The Bachelor’s properties takes place in the tropics! In 2020, we started working with franchise-affiliated influencers and media outlets, including fan-favorite couple, Hannah Godwin and Dylan Barbour, and The Skimm.
Our Solution
After years of relationship-building, we established an official, ongoing partnership with Bachelor in Paradise, which debuted in 2022. We created campaigns encouraging fans to sip like the stars and mix up their summers in the spirit of the show.
We transformed our Discover site into a hub for our Bachelor in Paradise campaign, which included blogs, cocktail recipes, quizzes, and a consumer promotion that sent one lucky fan to Mexico where Bachelor in Paradise is filmed! The sweepstakes generated more than 200,000 entries and helped grow the brand’s email database by 41%.
Aaron and James created and posted Bachelor in Paradise x RumHaven content on their social channels, which caught the attention of other show alumni and popular fan accounts like @ZacharyReality. We expanded our menu with personalized cocktails inspired by Season 8 stars Jill Chin and Serene Russell. Focusing on watch party occasions, Jill and Serene took to social to encourage fans who were tuning into the Bachelor in Paradise premiere to try their signature recipes.
We encouraged fans to immerse themselves in all things Bachelor in Paradise and to try the exclusive recipes.
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