Drivers stuck in traffic on the Long Island Expressway are now able to look up from the bumper in front of them and see… a sugar cane field, courtesy of 10 Cane Rum and parent Moet Hennessy.
On Aug. 15 the company kicked off a 3-D billboard campaign in which a field of synthetic sugar cane appears to “grow” alongside the highway. The faux stalks will be replaced at week three and week five of the five-week campaign, getting larger and fuller each time.
The campaign, which will be replicated on Los Angeles’ Sunset Blvd. in November, is meant to stress that Moet’s luxury rum brand is made from first-press cane juice from cane purposely grown in Trinidad for distilling, and not from molasses as many less premium brands are.
The billboard campaign, created by Mother New York, was supported at launch with an ad in The New York Times, and the California rollout will get a similar treatment in The Los Angeles Times.
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