ANGOSTURA TAMBOO: DANCE TO THE BEAT OF OUR RUM

OVERVIEW

A new-to-world launch introduced Angostura Tamboo as a spiced rum rooted in the Carnival spirit of Trinidad & Tobago. Named after the traditional Trinidadian percussion instrument, the brand was built as an antidote to a category full of borrowed stories, expressing cultural truth through a vibrant, rhythmic visual world inspired by music, movement, and community. Spanning identity, campaign imagery, and social expression, the work positioned Tamboo as a joyful celebration of self-expression rather than just another party rum. The launch was recognized with Gold honors from The Spirits Business and the Hermes Creative Awards, and a Silver from the FAB Awards.

competencies

Visual Identity
Core Assets
Integrated Campaign
Digital & Social

Bottle of Angostura Tamboo spiced rum on a wooden table with lime wedges, a gold cocktail shaker, and a pink bowl of limes. In the background, a colorful living space with orange cushions, a wooden chair, a stack of books, a tambourine, and tropical plants.
Bottle of Angostura Tamboo spiced rum on a wooden table, accompanied by two glasses with rum, lime wedges, a bowl of lime slices, a plant in the background, and a speaker on the left side.
A hand with colorful bracelets prepares two tropical cocktails with grapefruit and pineapple garnishes on a wooden table, alongside a bottle of Angostura Tamboo spiced rum and a bowl of citrus wedges.
People preparing cocktails with a bottle of Angostura Tamboo spiced rum, lime and orange slices, and cherries on a wooden table with a small speaker in the background.
Two colorful advertisements for Angostura Tamboo Spiced Rum with vibrant background, featuring a rum bottle, giant text 'Dance to Beat of Our Rum,' and pink ribbon with the phrase 'Live the Carnival Way.'
Two colorful promotional banners and two round cards on a wooden table, advertising Angostura Tamboo spiced rum with tropical, vibrant graphics and text about rum and carnival themes.
A vinyl record and colorful album cover with the text 'Dance to the Beat of Our Rum' and 'Live the Carnival Way,' featuring tropical decorations and musical instruments on a turquoise background.
Colorful portable speaker and drink set with logo and promotional text for Angostura Tamboo, featuring tropical design elements in a bright, beach-inspired color palette.
A colorful cardboard display stand with bottles of Tampo in a store aisle. The stand features tropical design elements, slogans like "Dance the Beat of a Rum" and "Do You Tamboer?" with vibrant colors and images of a woman in a bikini, showcasing a rum product.
Person pouring TÄMBOU rum into a glass on a purple tiled table, with additional glasses, vinyl records, and a speaker in a colorful, tropical-themed setting.
A table with five colorful drinks, some limes, and oranges, decorated with a green tablecloth and miscellaneous items including vinyl records and a stack of books.
A bottle of Angostura Tamboo Spiced Rum on a colorful surface in front of a red, textured speaker. There are vinyl records and colorful magazines or books to the left.
A person squeezing lime into colorful cocktails on a illuminated table, with limes and a strainer nearby.

PARTNERS
Agency: Sidecar (Lead) & Símil (Packaging)
Executive Creative Director: Greg Saunders
Art Director: Lauren Juenger
Designer: Griffin Orser
Photographer: Adrian Mueller
Awards: Hermes Creative Awards - Gold, The Spirit Business Global Spirit Design Masters - Gold, Food and Beverage (FAB) Awards - Silver

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