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Content Creation Agency

Social Media Marketing Agency

Influencer Marketing Agency

Old J


Old J – the iconic spiced rum brand – was looking for a communications partner to help build a sense of community and brand love, and support its headline listing in Morrisons.

With Smoking Gun’s wealth of experience in FMCG, we were the perfect candidate to catapult its growth. We needed to define the brand positioning, increase purchase consideration and awareness amongst relevant audiences, and drive engagement across social channels.

The result? 


Highlight activity included…

A photoshoot with a difference – Old J isn’t afraid to push boundaries – and neither was our cocktail inspired photoshoot. Shot in a Hula Tiki Bar and featuring props from miniature dinosaurs to Batman, the shoot generated a bank of new photography and Reels for all channels that really stood the brand apart from its competitors

Collab with food influencer Fat Sam Eats – who created original recipes using Old J rum flavours. The campaign reached his highly engaged Instagram and TikTok audiences and became hero content for owned channels

Micro-influencer cocktail campaign – engaging Old J’s cult following and directing consumers to Morrisons


75 million

Reach (up 200% on previous six-month period, exceeding KPI by 34%)


engaged users (exceeding KPI by 2%)


Sustained engagement rate (exceeding industry standard)


clicks to Morrisons’ website (exceeding KPI by 50%)


Added Instagram followers

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