Reaper Chill Rum is a subcategory of my housemate’s brand, Pirates Grog. The concept was conceived in a caravan, shot at The Cause in Tottenham with friends and crew and turned around all within three days. Capturing the reactions as close up portraits, with a focus on the emotions of the eyes. To literally sell the sizzle. From tears to vomiting in bins, I shot it all, even going in for a shot myself (waterproof mascara a must). Content created fired up social media, amazon ads and PR for the brand in the quickest ad I have ever produced. Super fun and risky, with a stellar crew as models that were up for the challenge.
Along with the images, the strategic use of negative reactions, reviews and even recording soundbites at the shoot were all used as copy and quotes to dare consumers to have a go….
DO YOU DARE try the world’s hottest rum? Small but mighty, this bottle packs a serious punch. 100ml of 50% abv rum is infused with three of the hottest chilli peppers on the planet - The Carolina Reaper, Naga Ghost Chilli and Trinidad Scorpion. Created to challenge the brave. Those with an appetite for a bit of danger and flair for flavour. This is a unique rum that’s just too hot for some to handle, bringing grown men to their knees and tears to the eyes of everyone that’s tried it. (So far).
