Project Highlights

• A Utility for Guys

  Opinions from the women of LadyData

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Use it Wisely

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).