Flourish, whose other clients include Castrol and Google, was tasked with engaging consumers with rum masterclasses, tastings and brand ambassador sessions.
In response, the agency created the Rum Bus, a mobile bar on board a 1960s Bedford bus in the style of the renowned Jamaican Omnibus Series.
The Rum Bus features tasting tables, booths and a hand-crafted bar designed to serve drinks both in and outside the vehicle.
A rolled aluminium top, along with vintage lamps and suitcases inside, gives the bus an authentic look.
The Rum Bus activity kicked off at the Lounge on the Farm festival in Devon and will now move on to other festivals throughout August, including London Cocktail Week and the Foodies Festivals at both Edinburgh and Battersea.
There will also be a Rum Bus event at Shoreditch’s Red Gallery Market on Thursday 1 August.
Guy Tremlett, Flourish creative director, said: "The chance to work alongside a luxury brand with a long and distinguished history presented many opportunities for us.
"We are excited by the Rum Bus concept and believe it’s an authentic, effective way of introducing people to the Appleton brand and its fabulous products."
Experiential activity is supported by a PR campaign from Cutlass Communications and a social media push by digital agency Silver Chair.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by