Bringing the Spirit of Trinidad & Tobago to the Digital World
Transforming Angostura’s digital presence with a unified brand voice, engaging content, and a social strategy that connects with global consumers.
Despite its strong heritage, Angostura lacked a cohesive digital identity and struggled to engage consumers globally. A modern, unified strategy was needed to establish its presence in the competitive spirits market.
Angostura, a renowned Trinidadian brand known for its bitters and rums, had a rich history but lacked a distinctive digital presence. Without a cohesive social media strategy, the brand struggled to engage consumers and grow awareness in a competitive market dominated by established global players. To elevate Angostura’s relevance, the brand needed a strong, engaging digital identity that would resonate with audiences worldwide.
The Diagnosis
Angostura needed to translate its rich heritage into a compelling, modern digital presence that would engage and grow its global audience.
Angostura’s fragmented digital approach meant it wasn’t effectively reaching or engaging its target consumers. While the brand had history and authenticity, it lacked a strategic, cohesive way to tell its story across digital platforms. Additionally, the spirits industry was evolving, with social media, influencers, and gamified experiences playing a key role in brand engagement. To compete, Angostura needed to modernise its communication, unify its brand messaging, and activate audiences through immersive digital experiences.
The Solution
We developed a bold, cohesive brand identity under the theme of “The Spirit of Trinidad & Tobago,” supported by a new digital ecosystem, social media strategy, and interactive content to drive awareness and engagement.
To establish Angostura as a digitally relevant brand, we created a fresh brand identity centered around “The Spirit of Trinidad & Tobago.” This unified visual and verbal identity helped differentiate Angostura’s diverse portfolio of rums and bitters while reinforcing its rich heritage.A new, dynamic portfolio website became the digital hub, integrating corporate social responsibility (CSR) initiatives and rich media storytelling. On social media, we streamlined Angostura’s focus to key platforms—Facebook and Twitter—creating a dedicated space for cocktail lovers and rum aficionados.
Through targeted engagement and referral strategies, we nurtured an active community.Gamification, influencer marketing, and real-time cultural activations fueled engagement. A Game of Thrones-inspired campaign saw a 51% engagement rate, while the National Rum Day campaign generated 29,000 post engagements with a 36% engagement rate. Additionally, the “TogetherWithBitters” initiative established Angostura as a thought leader during the pandemic, leveraging influencers to deliver live recipe walkthroughs and Q&A sessions.Angostura’s digital transformation was further amplified through media partnerships, influencer-generated content, and immersive activations like Around the World in 80 Bars, which showcased special cocktails from global mixologists, delivering a 25% engagement rate.
The Results
550% increase in engagement
Year-on-year growth in social media interactions.
36% engagement rate
Achieved through National Rum Day campaigns.
28% global adoption
Social engagement blueprint successfully implemented across 42 countries.
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