The makers of Big 5, a Cuban-inspired Rum, wanted to gain insight into Latino, bicultural rum drinkers to understand what motivates their purchasing decisions. Big 5 engaged rumbo to help create a bilingual campaign that told the story of the rum's Cuban roots in a culturally relatable way. We started with a focus group to gain insight into Latino, bicultural drinkers' beverage choices. We matched that information with a creative execution that would infuse the rum with traditional cocktails often created with other brands. Candela means candle but can be used as slang to describe a situation as being
super-hot. We used this word as the rallying cry of our campaign, and the celebration that happens when party-goers raise their glasses. ¡CANDELA!