The makers of Big 5, a Cuban-inspired Rum, wanted to gain insight into Latino, bicultural rum drinkers to understand what motivated their purchasing decisions. Big 5 engaged rūmbo to help create a bilingual marketing campaign that would tell the tale of Big 5's Cuban roots in a cultural and relatable way. Our focus groups' behavioral data molded our creative execution featuring traditional cocktails, often created using other rum brands, being crafted with Big 5 rum. In Spanish, candela means candle but can be used as slang to describe a highly energetic situation. This word became the rallying cry of our campaign and the celebration that happens when party-goers raise a glass of Big 5 Rum. ¡CANDELA!