Summary
Worthy Park Estate in the parish of St. Catherine is 1,200 feet above sea level in a valley known as “The Vale of Lluidas” The Estate is located in the geographical center of the island of Jamaica, approximately forty miles by road to the north west of the capital Kingston and twenty eight miles due south of Ocho Rios, the major tourist center of Jamaica.

Challenge
The 337-year-old Worthy Park Estate had been in the production of cane, sugar and rum for most of its existence. It stopped producing rum in the 1950s as a result of the island’s excess alcohol production. In 2005, WP decided that it wanted to get back into the rum business. In a market dominated by a single large conglomerate, the company knew would be a challenge to make a successful break back into the market.

Approach
BrandProfit was approached to collaborate with WP on this brand extension exercise. Our first step was to find out the level of acceptability of the new rum product in this limited yet competitive market and determine the segments for the product that Worthy Park could best serve. Once this information was ascertained, stage two involved developing packaging and the promotional programme for rollout and maintenance.

Results
The research revealed that the proposed name and packaging would have to appeal to an almost forgotten segment of the market for white overproof rum – the faithful without a fault rum drinkers. Worthy Park Estate’s ‘Rum Bar Rum’ was therefore launched in June 2007. Its integrated marketing activities included taking the product directly into communities with mostly below-the-line tools used for greater market penetration.