Margaritas are for señoritas, and are enjoyed mostly at summer parties. That was the perception of the popular adult beverage in the marketplace. Cayman Jack came to 20nine to help change the perception and put the brand on the map.
Adventure is everywhere. We aligned Cayman Jack with a sense of adventure and created badge appeal among guys. “Bold, natural…with just the right bite. (An homage to the crocodile or “cayman” on every bottle and can). Using our Insight Out Archetype™ tool, we develop a distinctive buyer persona who could help propel the brand.
Roll-out of the brand was strong, steady and tenacious. Distribution continued and sales number climbed. The brand strategy, story and identity provided lusty momentum and helped build a community of Cayman Jack drinkers who enjoyed making adventure wherever, whenever and washing it down with a authentic-tasting margarita.