We are delighted to announce that Ron Arehucas has entrusted La Escalera de Fumío its new national advertising and marketing campaign. Arehucas now joins our long list of alcohol and spirits brands already working with us to strengthen their presence both in the Canary Islands and on the Spanish mainland.

The Canarian lovemark represents a very common feeling in the islands: that sharing is who we are. The people from the Canaries are capable of sharing our beaches, climate, lifestyle, and also our rum. That’s why Arehucas has signed a distribution agreement with the Sevillian company Puerto de Indias, allowing mainland consumers to taste and enjoy a piece of our islands.

Strenghtening its presence throughout Spain goes hand in hand with a new company branding strategy: we are developing a new image, accompanied by a creative platform and a national activation plan. The aim of the 135 year-old distillery of the Canarian distiller is to adapt its design and corporate image to the new generations of consumers via content that connects with them.

The campaign carried out by the agency, in collaboration with the video production company La Créme Films, photographer Juanmi Márquez and the artist Lauro Samblás, aims to update the brand’s visual and digital image along with the exteriors all around Madrid. What’s more, Canarian artists have not just developed the campaign: together with the local artist Thani Mara they have actively participated in it, and promoting and praising Canarian talent.