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).
It's been thirteen years since we started Odopod.
We've always wanted one thing: to do the best work of our lives. Along the way, we have been joined by an eclectic and exceptionally talented bunch of people who wanted the same thing. Together, we've built a company we love.
Two years ago, Odopod was acquired by Nurun.
The acquisition was a validation of everything we had built. It was also a catalyst for some big changes we wanted to make. We began to tackle bigger, thornier problems and to work all over the world. With Nurun, we've had a series of huge wins and have been producing our best work yet.
That's why we recently decided to retire the Odopod brand, formally adopt Nurun as our name, and take the reins of Nurun's US operations.
We're all still here—same team with the same appetite for great work, only now with different e-mail addresses and more frequent flyer miles. And we're growing, so send your talented friends our way.
Keep an eye out for new work from Nurun. It will be our best yet.
Tim, Dave, Jacquie, JT & Guthrie
For new business, contact Stacy Stevenson
For general inquiries, contact us at
For more about Nurun, visit