Goslings US television ads prove a hit
The first television adverts for Goslings Rum in the US have proved a hit, according to the firm.
A spokesman for Goslings in America said the adverts — which used Oscar-winning talent in the production — had sparked fresh interest in the 200-year-old brand.
He added: “The reaction has been incredible. We have had lots and lots of comments from various audiences with extremely high praise from the trade, consumers and from entertainment industry people that would like to interview us and the well-known and respected Hollywood talent involved in our productions.”
The three adverts were shot using top talent, including editor Crispin Struthers, Oscar-nominated for American Hustle and Silver Linings Playbook, who also worked on Moonlight, which won best movie Oscar last year.
Sound design for the adverts was done by Ben Wilkins, who also won an Oscar for his work on Whiplash and who worked on the Fast and Furious and Star Trek movies.
Anthony Marinelli, who worked on the top-selling Michael Jackson album Thriller and more than 90 films, created the original music score, with violin virtuoso Paul Cartwright playing.
Malcolm Gosling, president and CEO of Gosling-Castle Partners, who appeared in the main advert, said: “I said, if we’re going to do this, we’re going to do it first class.
“We put a world of care into our products — we need that to come through in the look and feel of this television commercial.”
Gosling-Castle Partners is a strategic export venture in which Castle Brands has an 80 per cent stake. Castle Brands saw its share price jump the day news of the ad campaign, which will feature during TV coverage of the America’s Cup on broadcasters NBC and NBCSN, was announced.
The company’s share price went up 6.5 per cent that day and it has since risen further to its closing price of $2.15 on the New York Stock Exchange yesterday, giving the company a market value of $346 million.
The main advert shows Mr Gosling walking through rum barrel-lined warehouse and contrasts the slow ageing of a fine rum with the fast pace of America’s Cup sailing — but added that the common aim was perfection.
The two additional adverts feature Goslings rums, the famous Dark ‘n’ Stormy cocktail and Goslings Stormy Ginger Beer.