Client: Mimosa Rwm
Package: Monthly content creation & social media management
Client Background:
Founded by Alun Wyn Jones, a modern-day Welsh icon, Mimosa Rwm Espiritu is more than just a drink—it’s a tribute to history, a celebration of heritage, and a testament to the connections that bind us across time. Just as the Mimosa ship carried its passengers to a new life, Mimosa Rwm Espiritu carries the rich flavours of the Caribbean and the warmth of Welsh tradition into every glass. The significant number 158, reflects the years between the voyage (1865) and the launch of Mimosa Rwm (2023) it also is coincidentally the number of test caps Alun Wyn Jones ended his international career on. This resonates with the attention to detail and the precise blending of flavours in every batch of this exceptional rum liqueur.
Project Brief:
Focus Shift Films have been commissioned to create regular content for Mimosa Rwm and to manage all social media channels for the brand. As part of this monthly package we capture videos, still images and manage all content output across Instagram, LinkedIn, TikTok and Facebook, as well as supporting with event management and partnerships.
Creative Approach:
Story-Driven Content:
- Mimosa Rwm has an amazing back story, and the face of the brand – Welsh rugby legend Alun Wyn Jones – has an amazing profile. We’ve worked with them to create more story-driven content to help increase engagement between brand and customers.
- One content stream explores the story of the Welsh settlers who left for Patagonia, Argentina in 1865, with their journey and their legacy being explored to provide engaging Welsh history based content. With this historical content we have designed content templates that look like old maps and made use of AI image generation to create images that provide a visual stimulus for the stories. The AI content includes a captain at the wheel of his ship, the Mimosa boat leaving Liverpool docks and arriving at the shoreline in Argentina.
- We have also developed a content stream around adventure and exploration, and are working with a variety of Welsh people to tell their own adventure stories. These stories can be big or small, as long as they are significant for that person. And Mimosa Rwm toasts their story. This content stream moves the content away from just bottles, cans, glasses and alcoholic drinks – and instead provides a platform for stories.
- We are also covering products, launches, events and other content creation opportunities in both video and still image formats to ensure that we maximise every opportunity to build the brand and increase it’s reach on social media. At every opportunity we create a story around the content and give it a greater opportunity to engage with audiences.
Strategic Impact:
- By avoiding the repetition of the standard pretty images of glasses, bottles, cans and people drinking we have shifted the brand towards a lifestyle rather than just a product. Pretty images of the product are used sparingly around story-driven content following Alun Wyn Jones as he works to develop the reach and customer base of the brand, historical content and other stories.
- Through collaboration with other brands we are able to leverage the content to cross pollinate audiences and increase the followers for Mimosa Rwm, but also the collaborating brand/page. Through the sharing of content and audience we can increase the brand’s following without spending any money on ads.
Distribution:
- The content has been used across Mimosa Rwm’s social media channels, and collaborations have been developed with brands such as Morrisons, the Principality Stadium, The Good The Bad and the Rugby podcast, Blackeye Gin and more.
- Follow the story on Instagram: https://www.instagram.com/mimosarwmespiritu/
