1. Teaser campaign in non-conventional media.

Overnight, giant crop circles appear depicting the tribal logo of the brand.

This “supernatural” means is ideal as a manifestation of the Fijian gods in Spain.

Photos and videos of the crop circles are circulated on Internet.The media, attracted by the phenomenon, propagate the news.

Debates are opened online as well as offline.

2. Simultaneously, a video appears online of another “supernatural” phenomenon: In the seas around Fiji, sharks are seen forming the same symbol.3. Street marketing commandos made up of native Fijians, storm bars, offering tastings of the new rum.

A blogger unveils the mystery, the symbol in the crop circles and the shark video are the logo on the bottle of Seven Tiki.The media reports the end results of the story.4. Lastly, a blog is created, where the Fijians recount their adventures in Spain.

ROI: 3,5Share increase: 5%Media repercussions:- 4 appearances on national television;- 6 appearances on regional television;- 33 appearances in national and regional press;- 13 live radio mentions, of which 11 were national and 2 regional.Online repercussions:The number of online impacts were more than 100,000.Street repercussion:More than 100,000 tastings.