MIAMI: Guatemalan spirits company Botran Rum has selected RockOrange to serve as its first AOR for PR in the US with the goal of raising awareness of the brand and engaging consumers.
Botran Rum hired the firm after reviewing several agencies in a two-round process, said Frank Quinones, MD of the brand, via email.
Quinones cited RockOrange's “full-service capabilities and broad experience,” as well as its “creative energy, infectious passion, and fresh perspective.”
He added that the agency's experience in consumer products, entertainment, hospitality, and culinary arts will help Botran as it seeks to introduce its brand to American consumers.
“The conversation around premium dark rum spirits is quickly growing,” explained Quinones. “We want to be a part of that conversation and more importantly part of the purchasing decision.”
While Botran has been in the US since 2010, the company has not focused on PR or digital, so it has tasked RockOrange with increasing brand recognition among consumers and the media, said Miguel Piedra, managing partner of the agency.
Piedra, the former VP of global communications and culture at Burger King, launched Rock Orange last February.
With a team of four staffers on the account, the agency will highlight how the family-owned Botran business makes its rum because “there is a lot of artisanship to the story,” Piedra explained.
RockOrange co-founder and principal David Naranjo and account director Monique Gonzalez are leading account work.
In addition to media relations and consumer engagement, the agency will help Botran make a foray into the digital landscape. RockOrange will also support the brand at events, including the South Beach Wine and Food Festival in Miami Beach, FL, later this month.
The contract on the account is for one year. Budget information was not disclosed.
Earlier this month, Botran teamed up with music producer Emilio Estefan, who is serving as a brand ambassador for the company. Estefan will lead a campaign called The Night Begins with Botran with PR support from RockOrange.