Halewood Australia, a subsidiary of Halewood Wine and Spirits, has awarded Magnum & Co the integrated communications account for new spiced rum brand, Dead Man’s Fingers.

Halewood expanded its spirits portfolio with the acquisition of the unconventional spiced rum brand in February 2018. The brand has since become one of the fastest growing spirits for the company, launching in Australia this Summer. 

Uniting Magnum & Co’s distinct service lines, the overarching launch strategy will involve building the brand’s local presence through creative content, liquid on lips activations targeting consumers and key industry players, as well as building relationships through relevant influencers and partnerships.

The agency is responsible for bringing to life the brand’s ethos to break free from the stereotypes associated with rum and cement Dead Man’s Fingers as the spiced rum of choice for the unconventional. 

Managing Director of Magnum & Co, Carl Moggridge said: “We knew Dead Man’s Fingers was a game-changer from the moment we received the brief and couldn’t be more thrilled to be part of something so refreshing. With rum predicted to be the next big trend in spirits, the era of a ‘Rumolution’ is well and truly upon us and Dead Man’s Fingers is paving the way to do things differently by appealing to a demographic that is often overlooked in the drinks category. We’re looking forward to making a splash with such a great brand”. 

Marketing Manager of Halewood Australia, Kelly Coughlan also added: “The team at Magnum & Co completely understood what Dead Man’s Fingers stands for. We were impressed by their strategic approach and the creative ideas they delivered – we’re excited to be working with such a passionate group of people who want to do great work.” 

Magnum & Co is an integrated communications agency, providing services for brands across PR, social media marketing, digital, experiential, influencer marketing and content marketing.  Magnum & Co’s client portfolio also includes BIG W, Converse, GoDaddy and Stayz.