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Taking the spirit of Trinidad & Tobago into social

We consolidated Angostura's global social presence and standardised engagement processes to better harness brand interaction in the channel.

a global engagement blueprint for social

Without a distinctive identity or cohesive social strategy in place, Angostura simply wasn’t on consumers' radar.

We were asked to help them establish a uniquely Trinidadian social voice and identity for the House of Angostura, and create a customer engagement blueprint for social across the brand's global markets.

a global engagement blueprint for social
cultivating a new, distinctive voice and identity

cultivating a new, distinctive voice and identity

As a starting point we devised new tone of voice guidelines to be rolled out across all English-speaking markets. We also designed a new look-and-feel for the brand under the banner ‘The Spirit of Trinidad & Tobago’, differentiating the diverse yet unified identities of rums and bitters.

delivering lasting impact in social

To engage directly with consumers, we distilled Angostura’s social media focus into two platforms (Facebook and Twitter), as opposed to the five platforms originally used.

Our primary focus was a Facebook group designed to unite and nurture a community of cocktail lovers and rum aficionados. Our goal was to foster knowledge sharing within one intimate space via a carefully devised strategy of engagement and referral.

The impact was immediate with the number of group members on the new Global page exceeding the all-time total of likes on the original Angostura UK Facebook page within a month of project completion.

Since then, engagement has gone from strength to strength. We manage the entry system and social media coverage of the prestigious Angostura Global Cocktail Challenge, and are now pushing into Instagram in order to take the brand to the next level in social.


delivering lasting impact in social


average engagement rate


increase in

active fans


average cost

per result


the expertise we've applied includes:

  • Social Media Strategy
  • Social Listening
  • Paid Social
  • Brand Development

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