Don Q is the number one rum in Puerto Rico, the land of rum. But it’s not yet well-known in the US. The strategic brains at Undercurrent came to us with a plan to help the brand change that, by giving its audience of young men something they’re in dire need of: female perspective.
Together, we developed this plan into a platform: LadyData. It’s powered by the opinions of a team of female insiders, lending their intuition to crucial man-topics like style, careers, manners and, of course, sex and dating.
Our guys can explore the data and findings, sorting the women by region, age, relationship status, and other attributes to see how their opinions vary and what patterns emerge.
The site is an unexpected blend of data, entertainment and utility. It’s built to grow, with new opinions and ladies being added all the time. Most importantly, it’s relevant and engaging – a refreshing standout in a stale category.
Within two months, DonQ's LadyData was pulling in more visitors than those of its much bigger competitors, Captain Morgan and Bacardi, combined. And in the first six months of 2010, DonQ's sales were up 55 percent.
An "unfiltered" look at how women think. For men (of course).
We're still in San Francisco, still under the same leadership, still doing great work (here are some case studies). But now we're a lot larger. We've joined a host of Nurun offices around the globe, all part of Publicis Worldwide.
Our focus remains on helping clients succeed in a connected world with products and services that transform the consumer experience.
We continue to work with forward-thinking, longstanding clients including Tesla, Google, Sony and Audemars Piguet. More recently, we've established new relationships with Dolby, the San Francisco 49ers, GoPro, and Blu Homes.
We welcome the opportunity to work with you too.
Tim, Dave, & JT
For new business, contact Allison McCarthy
For general inquiries, contact us at
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