Inner Circle Rum, an Australian-made rum,has recently been relaunched after a number of years out of production. The rum was originally made as an in-house product for the directors of the Colonial Sugar Refinery, at Beenleigh in Queensland. The relaunch campaign takes us back to that sense of premium quality for the elite drinkers. And them only. Just in case you thought this drink is for anyone, here’s a cinema ad that shows that you’re definitely considered on the outer. And just in case you get any ideas there are six Doberman dogs to keep you away. Teaser metrolites connected with the TV ad campaign and website www.notmadeforyou.com.au, feature Doberman dogs, mountain gorillas and staunch wrestlers (six of each) guarding the Inner Circle rum bottle, reinforcing the desire for what is forbidden.
Was the world’s best rum made for you? Have you pretended you’re in the movies? (You talking to me?) Or used a movie line for personal benefit? (You had me at hello) Have you dressed like a movie character? Waxed on or off? Or spoiled the ending? If you answered yes to any of this, Inner Circle Rum was not made for you. It was made by four wealthy company directors from the Colonial Suger Refinery so they could enjoy perfectly smooth rum themselves, their inner circle and not you. Inner Circle Rum – not made for you. It’s never you mind.
Click on the image below to play the video.
Inner Circle Not Made For You Credits
The Inner Circle campaign was developed at Happy Soldiers with creative director agency producers Kaija Wall and Natasha Johnson, creative director Dave Tomkins, with photographer Adrian Lander.
Filming was shot by director Sam Bennetts via The Feds, Sydney.
mmmm – not many ads over 30yrs – and all of a sudden boom. with the advent of alco-pops this smits of oppertunism. with inner -circle being one if not the highest alcoholic content of any rum in aust. please tell me that $$$ over young alco-s is conscious decision that you can sleep-on