Campari has unveiled a brand campaign in the US for its Appleton Estate Jamaican rum brand.

The company which acquired majority control of Appleton's parent company, Lascelles deMercado in 2012, said that 'From Jamaica With Love' has been launched to tie in with Jamaican Independence Day on 6 August. The centre-piece of the push, a video called 'Anthem', will be backed with out-of-home, print and digital executions.

Financial details behind the push were not disclosed.

The campaign will run in key markets including Austin in Texas, Atlanta, Miami, Portland in Oregon and Columbus in Ohio.

Expert analysis

Global market review of rum – forecasts to 2017

Global market review of rum – forecasts to 2017

For a category that sells around 146.4m cases annually, it may seem unusual to characterise Rum as a relatively unexploited opportunity. Indeed it is already a diverse and eclectic category with a wid...read more