11 August 2015 08:27

Blackheart Rum Partners with Playboy

Blackheart Premium Spiced Rum, a 93-proof spiced rum, is teaming up with Playboy Enterprises Inc. to offer a special, limited-edition bottling that features unique packaging showcasing the sultry Blackheart character reimagined as a Playboy Playmate in bunny Costume.

Blackheart Playboy Edition, offered over the next few months throughout the US, capitalises on the partnership between the Playboy and Blackheart brands with its "Seduction in a Bottle" tagline and label art featuring a sexy, pirate pin-up girl. The new Blackheart Playboy Edition will be a 93-proof spiced rum that is "smooth to the tail end."

Blackheart Playboy Edition will be supported with advertising and promotion through Playboy's leading platforms, including a full-page insertion in Playboy magazine, digital appearances on Playboy.com and Playboy social media, and key event activations such as a Halloween party at Playboy's newest hotspot, Bar Fifty Three on the infamous Sunset Strip in West Hollywood, CA. Moreover, a series of Playboy.com videos will be shot featuring 2015 Playmate of the Year Dani Mathers, to be released throughout the month of October. The limited release bottle will also be supported in stores with a Blackheart Playboy Bunny display, bottle neck hanger and other materials.

Blackheart Rum has been an advertising partner with Playboy's various platforms, including the magazine and Playboy.com for more than two years.

"This is a unique twist on a great product that will play well with the core fans of both Playboy and Blackheart," said Hannah Venhoff, Blackheart Brand Manager. "We are excited by the opportunity to expand our partnership with Playboy and enhance our marketing efforts in a way that benefits both brands."

"Playboy is excited to join forces with Blackheart, a best-in-class spirits partner, for the limited release of Blackheart Playboy Edition. The specially curated rum epitomises an edgy, bold lifestyle which is aligned with the Playboy brand heritage, and is designed to appeal to both current and new generations of rum drinkers," said Matt Nordby, Playboy Enterprises' President of Global Licensing.

Blackheart is a growing player in the Spiced Rum category with double-digit sales growth since it was released by Heaven Hill Brands in 2010. In 2014, for the second straight year, Blackheart was named a "Rising Star" by The Beverage Information Group.

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