There's a new premium rum on the scene-Moet Hennessy's 10 Cane, made in Trinidad-whose allure has been built pretty much from the ground up by Mother's New York office, according to the agency, which was involved in virtually every aspect of the branding. This multimedia launch is spearheaded by a passel of TV spots, done in fractured, French-with-subtitles, docu-parody style, in marked contrast to the print, which takes a more conventionally elegant, old-school tack, built around the photography of Lars Topelmann. Besides a fold-out print insert, among other ads, there's outdoor, wildpostings and a host of collateral materials, including a 60-page custom magazine. The odd name of the rum is explained in a 10 Cane FAQ, which manages to work some hip-hop copy into its upscale veneer: "Traditionally, sugar canes were harvested in bundles of 10. Through our name, we aspire to show our love for the sugar cane." The bottle design is the work of Werner Design Werks, Minneapolis.
Client: Moet Hennessy, USA Agency: Mother, New York CD: Linus Karlsson, Paul Malmstrom Copywriter: Todd Lamb Art Director: Sean Carmody Designers: Sean Carmody, Dave Mashburn Art Buyer: Karla Olmedo. Photographers: Lars Topelmann, Thomas Hannich