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Flor de Caña’s ‘Zero Waste Cocktails’ 2022

Public Relations

Flor de Caña, a Carbon Neutral and Fair Trade certified ultra- premium rum brand, is set to join forces once again with eco-conscious bars, restaurants and consumers in more than 30 countries with the return of its Zero Waste Cocktails initiative. In their bid to reduce up to 15 tons of food waste globally, the brand roped in 13 participating local bars and restaurants where drink seekers and environmental advocates can look forward to sipping an array of cocktails made using sustainably produced rum and ingredients derived from repurposed food scraps or leftovers across the period of 15 August to 15 September 2022.
 

WHAT WE DID

As the lead agency for Flor de Caña, we will be heading the communications strategy, be the main liaison between media and influencers, as well as being on-ground across all key activations.

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  • Being the main press office handling all press enquiries across interviews or general requests

  • Crafting of press releases and compilation of press kit collaterals

  • Designing a dedicated EDM for press dissemination

  • Compile a gold list of relevant Singapore media and influencer in accordance to campaigns and brands

  • Creating pitching plans to drive media interests for product-focused or personality stories

  • Ideate and plan PR and influencer lead activities be it media drops or in-person events

  • On-ground hosting during events and facilitation of media drop

  • Close media activity monitoring to ensure coverage / postings

  • Campaign reporting to detail results of our efforts, along with an analysis for future reference

  • Marketing consultancy for consumer activations
     

RESULTS

Over a two-week campaign, we achieved: 

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  • 45 pieces of coverage across digital media platforms and social media such as Harper's Bazaar, Coconuts, Lifestyle Asia Hong Kong, Spirited Singapore. 

  • Estimated 157K online readership 

  • Estimated S$218K in PR value

  • Estimated S$72.8K in advertising value 

  • Estimated 25.7M audience with the combined total of publication-wide audience figures for all outlets featuring coverage

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