I am thankful to have had the opportunity to chat with Peter Allen, Brand Strategy Director at Turner Duckworth to find out more about their latest project, Kilo Kai:

What was the goal of the creative brief and how do you think you succeeded?

The main goal was to shake up what Apostrophe Brands sees as a moribund category dominated by two lackluster brands, Captain Morgan and Bacardi. The target consumers are younger adults who are into going to bars and clubs, partying, extreme sports, skateboarding and generally having a good time. We wanted to create a brand that this audience will discover on its own, rather than create a brand that tries to mimic them.