To Launch Pampero Rum in Portugal we focused on a young social tribe consisting of trendsetters. Traditional advertising just doesn’t get to this public, Art does. Using Pampero Fundación, a foundation that supports alternative artists, we’ve created the world’s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a website where you can download an audio-guide and a map with the pieces location. So you could go out with your mp3 player and walk the museum streets. The site MUSEUEFEMERO.COM was constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.With an annual budget of only € 30,000 we generated visibility of more than €240,000. And it keeps growing. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, duplicated the Trial, and tripled the Top of Mind.

The aim was to create an experience. Something new and trendy to get the INDIE tribe involved. We had to make the brand interesting for them, so that they in turn would make it interesting for the public in general.

First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a website, MUSEUEFEMERO.COM, where you can download an audio-guide and a map with the pieces location.The site MUSEUEFEMERO.COM was constantly updated and soon became a cult place where artists and people interested in street art share opinions, information and fresh pieces of art.To record the audio guides we called Bondage, an ex-graffiti artist well known by everyone in the street art scene.For the inauguration day, journalists received a different direct marketing: a tile (typical on Portuguese walls) decorated with a piece of street art.

We also held events in bars presenting different artists painting live, to promote the museum.The Ephemeral Museum was communicated with traditional media too, such as magazines, online, and with posters in every bar and street in Bairro Alto.

With an annual budget of only €30,000, we generated visibility of more than €240,000. And it keeps growing. According to Millward Brown in a few months, Pampero reached the sales expectation for the whole year, duplicated the Trial, and tripled the Top of Mind.Before Pampero was launched, the market leader was considered as a category itself. People just drink that brand. Nowadays Pampero has matched this competitor in sales numbers and in the awareness level (which is remarkable, considering that the competitor has been in the market for 15 years).The campaign was a topic in several national and international medias such as The New York Times, Metro, Diario de Noticias, Publico, El Pais, La Repubblica, BBC online, Guardian.co.uk, LeCool, Time Out, among others.

Also the museum became a tourist MUST in Lisbon, appearing in several tourist guides such as Lonely Planet, Trip advisor, among others.

The strategy was to use the Pampero Fundación, a foundation that supports alternative artists, to connect the brand with the public.

But first we needed to gain credibility, to get into the target skin. That’s why we contacted a group of underground artists, to give us some “inside” information.

We had a challenge. To launch Pampero rum in Portugal - a place where rum is for old and boring people. We needed to make Pampero cool.We conducted research to delimit the target. We realized that among young people there are different social tribes. We separated them in: Skater, Latino, Electro, Punk, Hip Hop, Emo, and Indie.We focused on the social tribe who named themselves as INDIE. Why them? Because they represent a considerable percentage of the young people in Portugal and what’s more important, because they’re opinion leaders, trendsetters, they say what is cool and what’s not.