SHELLBACK RUM

ShellbackRum.com website

With playful, nautical-inspired copy, I helped launch E&J Gallo’s Shellback Rum brand to the masses. From the origin story of the Shellback name — a designation given to sailors who cross the equator — to product descriptions and recipes, the website introduced the brand to consumers and retailers as a premium yet accessible spirit.


Radio ads

I had a blast capturing Shellback Rum’s spirit of brotherly fun in these radio spots that aired nationwide every day on the Dan Patrick Show, the #1 sports program in the country.


out-of-home


Shellback Moment/Broment of the Week

A one-minute native content feature on The Dan Patrick Show

Throughout 2014, as part of Shellback Rum's partnership with Dan Patrick's national radio show and podcast, Dan read versions of these vignettes on the air, followed by a Shellback tagline.

When Shellback's campaign concept shifted from audacity ("Make Way") to brotherhood ("In Good Company"), we changed the segment from "Moments" to "Broments."