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.