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Black Lives Matter We stand with you. We stand against inequality and racism.

We commit to calling out inequality and racism wherever and whenever we see it. We expect others to call us out when we make mistakes. We believe that the only way to live is together, as equals. And that the future is about following leaders to help turn protests into policies, so we can all be free.

Our industry, the advertising industry, has always struggled with diversity and inclusion in both the execution of campaigns and the talent that creates them. This must change.

SO THIS IS WHAT WE’RE DOING

Cayman Jack

Challenge

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.

Solution

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.

Impact

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.