Avenue C has launched an exclusive campaign for Brown-Forman’s Diplomatico Rum, capitalising on the upcoming UEFA Euro 2024 tournament.

The campaign is designed to target affluent spirits drinkers in the Australian market, aligning with the tournament's broadcast on Optus Sport, across both linear and BVOD platforms.

The campaign, dubbed 'Heart of the Rum', aims to connect the passion inherent in Diplomatico with the fervour felt by many Australians during this quadrennial event. The campaign is expected to introduce Australians to Diplomatico Rum and encourage product trial throughout the tournament, culminating on World Rum Day on 2 July.

"Avenue C constantly think outside of the box when responding to our media briefs and this year's response didn't disappoint. We are extremely excited to see our Super Premium rum Diplomatico mixing with the stars of Euro 2024 through our Optus Sport partnership," said Richard Dredge, Senior Brand Manager at Brown-Forman.

To maximise campaign effectiveness, additional integrated Golden Breaks, sponsor billboards, and a brand lift study have been secured. The creative direction of the campaign aligns the passion inherent in Diplomatico with the passion felt by many Australians during this one-in-four-year event.

Group Business Director with Avenue C, Elena Gianni, expressed her enthusiasm for the collaboration.

"Working with Brown-Forman is always fun and exciting. The collaboration, respect and belief they place in us allows us to constantly look for solutions to elevate our brands and explore new avenues. Diplomatico is proof of this... we look forward to our work translating into business results," she said.