Gemma Adams, brand manager for Sailor Jerry at First Drinks, said: “By investing in this relaunched website, Sailor Jerry is positioning itself as having a unique online presence which clearly portrays to consumers its outstanding authenticity and provenance and set us apart from competitors.
“Unlike most brands out there, we do not need to ‘create’ a story – we have one in the shape of Norman Collins, the sailor and legendary tattoo artist, upon whose legacy Sailor Jerry is based. We know that our target consumer likes to customise, and with so many existing stories about Norman Collins on the Internet, why not let them tell the story of the brand? The brand is showing exceptional growth ahead of the category at 145% and the new website will further drive emotional engagement.”
Sailor Jerry will be the only rum served at the Big Chill Festival, and will have its own uniquely branded cocktail bar. The website will contain a call to action giving consumers the chance to win a guest DJ slot in the Sailor Jerry tent. The competition will also be promoted through a brand partnership with Last.fm, a social network and music recommendation engine. The on and off-trade will also be supported this summer with a promotion entitled “All Hands on Deck”. The campaign will give consumers the chance to collect a pack of branded playing cards, and play Norman Collins online at Black Jack to win a holiday to California, his birthplace.