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Peter Mielzynski Agencies breaks Appleton Estate campaign

Alcohol distributor Peter Mielzynski Agencies, based in Oakville, ON, has begun a new brand advertising campaign for Appleton Estate Jamaica Rum. The campaign, called "We Don't Care," was developed by BBDO of Toronto and Steam Films. It consists of television advertising that is airing during sports-themed and specialty programming nationally during evenings and weekends. The creative focuses on the distillation process and the Jamaican heritage of the brand. Media planning and buying for the campaign were managed by Jungle Media. National media and public relations are being conducted by Your Brand Integrated Marketing Communications.

"We really wanted to capture the raw beauty and true spirit of Jamaican culture as we felt these components were truly representative of our historic brand," said Chris Staresinic, marketing director for the Campari portfolio at PMA Canada. "Appleton Estate Jamaica Rum serves as the quintessential spirit for the curious, adventurous rum drinker that seeks a spirit that satiates the senses and inspires the soul. We were impressed with how BBDO consumed our brief and delivered such a strong creative offering, so much so that we will be using this advertising in other key Appleton Estate markets, including Jamaica."

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