DonQ had a simple goal: Become the number one brand of Rum in America. To do this, the bright minds at Undercurrent first teamed up with Odopod to develop LadyData, a utility for guys powered by the opinions of female insiders on crucial topics like sex, style and dating.
Following the success of LadyData we set out to arm our audience with the same kind of utility and useful knowledge about DonQ and the rich history of rum making.
The teams at Odopod and Undercurrent collaborated to create an authentic and informative experience online. We selected stories about the Serrallés family's rich heritage, commitment to sustainability and rum making process and told them in uniquely interactive formats. Alongside this narrative we gave visitors the tools to experience DonQ for themselves through events, cocktail recipes, a product finder via Google maps and sharable content through Facebook.
The result is a clean, delightful site that differentiates itself within the category by remaining true to its roots without getting lost in a world of fantasy. Our collaborative efforts propelled DonQ from domestic obscurity to the most visited rum site on the Internet with 4.3 million page views to date.
Visiting Puerto Rico and meeting the family was a huge part of this project. The collaboration felt really intimate, like we were an extension of their family.
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
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For more about Nurun, visit