Stolen Rum, a New Zealand rum brand, decided to take on the might of Bacardi in a campaign inspired by the infamous Pepsi Challenge.
Over the past two months, the brand has held a series of blind taste tests, which showed that 61% of people preferred the taste of Stolen Rum to Bacardi. It then created an open letter to Bacardi, offering them the chance to 'steal' the Stolen Rum white rum recipe. The letter was sent to alcohol companies, retailers and distributors around the world, as well as the CEO of Bacardi worldwide. It also ran as a full page ad and was included in part of a direct mail kit sent to bartenders and influencers to get them to try Stolen Rum. Meanwhile a Facebook poll invited consumers to vote on whether the brand should offer its recipe to Bacardi. The brand has now garnered over 6,000 Facebook likes.