GOSLING'S OF BERMUDA UNVEILS ANOTHER PROVOCATIVE BILLBOARD
2 May 2006
Commuters heading out of Boston on the Southeast Expressway this first week of May will be surprised by yet another daring billboard to be unveiled this week. Last year, a controversial outdoor billboard appeared on the Mass Pike near Fenway Park which read, “Almost As Hard To Find As Whitey Bulger.”
This time, Gosling’s Rums of Bermuda is re-introducing its super-premium dark rum by drawing a comparison to the skyrocketing prices of gasoline across the nation. "Almost As Hard To Find As Cheap Gas” warns the billboard, which shows a bottle of the company’s unique dark rum called Gosling’s Black Seal Bermuda Rum.
“Gosling’s is based in Bermuda, where it’s that country’s biggest export, but here in the U.S. it’s a fairly new brand,” explained Glenn Kelley, president of Kelley & Company & Etc., the advertising agency that created the billboard.
“We’re competing against massive, ubiquitous brands with marketing budgets much larger than Gosling’s so we have to create advertising that works harder. Fortunately, most spirit advertising is pretty ‘blah.’ Our strategy continues to be topical and semi-controversial so the billboards get noticed, get talked about. With Gosling’s being a little more scarce than mass rums and gas prices reaching all-time highs, we decided to draw this subtle comparison,” Kelley continued.
The billboard will be seen in this one hi-density location only, through the month of June. It is part of a larger, key market buy with topical and controversial creative messages appearing throughout the summer in several major cities.
Gosling’s offers three distinctive products in its line: the flagship brand, Gosling’s Bermuda Black Seal Rum; a new Gosling’s Gold Bermuda Rum; and the ultra special Family Reserve Old Rum.
Malcolm Gosling, the seventh generation of his family to run the business, recently relocated to the U.S. to help support the North American launch of the award-winning rums. Founded in 1806, Gosling’s is the oldest business in Bermuda and is celebrating their 200th anniversary this year. Their appropriate advertising theme line: “For seven stubborn generations.”
Contact: Glenn Kelley (781)-239-8092