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RumChata is a cream liquor that infuses the traditional Horchata flavors with Caribbean rum. MBI created a plan to increase their aided and unaided brand awareness, product trial and national sales velocity. RumChata tasked us to accomplish this while maintaining the feeling of grassroots growth and being a non-intrusive advertiser.

Smart Media Approach

As a first step, our team gathered detailed audience research and competitor data. After understanding that the core audience of W21-30 were primarily hearing of their brand by word of mouth from influential peers, we opted for a high reach, low-frequency campaign that allowed for the "illusion of discovery."

As the base of our buy, we ran an expansive Out Of Home campaign in 37 key markets. OOH was selected for its highly efficient reach across all demographics, over-indexing with adults under 35 and its consumer favorability for being a non-intrusive ad platform. The brand's beautifully simple and effective creative was executed across traditional vinyl and digital billboards, airplane banners, fully wrapped double-decker buses, pedicabs and trolleys. We supported this campaign with a strategically curated national cable buy, along with high reach and engagement tent-pole programs on network TV. We placed ads in carefully selected national print titles and executed performance-based digital video, leveraging the brand's fun video assets to appeal to the younger demographic.

rumchata print magazine advertisement showing woman holding a cocktail surrounded by palm trees


Within the first few years of our partnership, RumChata achieved a 100% lift in product trial and a double-digit sales velocity increase. The brand also realized a 900% lift in unaided brand awareness and a 400% lift in aided awareness.

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0 % lift in aided brand awareness

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0 % YOY sales growth

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0 % lift in unaided brand awareness

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“The MBI team is a group of passionate negotiators that work tirelessly to secure a high value return for RaceTrac’s investment. In addition to being responsive, solution-oriented and ready to act on a moment’s notice, MBI is a great culture fit for RaceTrac – our teams work hard and play hard together, resulting in fun, thoughtful media campaigns for our brand.”

- J. Rodgers, Brand Director at RaceTrac