Big 5 Rum wanted to gain insight into Latin, bicultural rum drinkers in order to develop an understanding of what motivates their purchasing decisions. Big 5 engaged rumbo to help create a campaign that told the brand's story in a way that was culturally relatable. rumbo began the process with a focus group of bicultural drinkers and the ¡Candela! campaign was born. ¡Candela! is the rallying cry that brings people together to raise a glass. It becomes the centerpiece of lifeʼs celebrations. As soon as Big 5 Rum hit the table – ¡CANDELA!