Lido Rum

A rum made for poncha, Madeira’s traditional drink, and for a young crowd in bars and clubs. The name comes from Funchal’s Lido and from the Paris cabaret, so the label shows a woman in a bathing suit against black and white stripes, in colours strong enough to hold up under club lights.
The launch campaign carried the same image onto street posters, t-shirts, website of Poncha recipes and editorial playing with the words to catch the eye.
Each invitation to the launch party in Funchal came with a pin that guests wore on the night, and a QR code on the back label led to a Spotify playlist for the party.