Some drinks are more than recipes—they’re cultural codes. The rum and cola isn’t just a cocktail; it’s a symbol of spontaneity, rhythm, and rebellion. The Taste Freedom campaign brought this legacy roaring back, reconnecting the drink with its Cuban roots and the effortless energy it was born from. It wasn’t about nostalgia—it was about reclaiming a mood. By tapping into its origins, the campaign transformed the serve into a celebration of freedom: freedom to dance, to gather, to express. Visual storytelling, music-led activations, and bold on-trade assets immersed consumers in a world where the cocktail wasn’t just ordered—it was lived. According to WGSN, 68% of Gen Z and Millennial drinkers are drawn to brands that connect with a deeper cultural narrative. This campaign met that need with flair, positioning the serve not just as a drink, but as a vibe. It played across physical and digital, with shareable content, branded moments, and on-trade rituals that made every pour part of something bigger. This wasn’t about instructing how to enjoy—it was about igniting a feeling and letting it take over the room. In a market flooded with options, brands win when they don’t just sell flavour, but foster belonging. Taste Freedom did just that—making a simple cocktail the spark for collective emotion, a return to roots, and a reminder that sometimes, the best revolutions start with a glass in hand.