Purple Creative Takes Abuelo Rum to Angelic New Heights

Purple Creative recently launched Ron Abuelo’s ground breaking new expression, Three Angels. The award-winning Panamanian rum brand wanted to celebrate their most innovative liquid to date with a memorable campaign that showcased its rich taste, unique production and romantic story. 

Ron Abuelo Three Angels is a 12 year old single estate rum, double matured in white oak ex-bourbon barrels then intensely finished in extra-charred first-fill barrels taken from the highest racks in the warehouse.

Based in the Panamanian tropics, the temperatures at the top of the bodegas often soar to over 90˚C, dramatically increasing the interaction between the extra charred oak and the aged rum, intensifying the flavours. Of course, this also increases the ‘angel’s share’, where the liquid evaporates during ageing, making Three Angels a rare treat.  

The campaign by Purple Creative showcases the flavour and smoothness of this new rum but also brings the unique production story to life. 

The hero film shows the rum-making process from the angels’ perspective. Swooping drone footage tells a beautiful and evocative story of the three unseen angels as they fly over the Panamanian countryside at twilight, soaring over emerald jungles, turquoise oceans and the fertile sugarcane fields in the Pesé valley. They then steal into the bodega, dancing from barrel to barrel, to take the precious rum straight from the casks on the top racks. The dramatic story is told through a poetic voiceover that captures the majesty of the liquid and process. 

“Rather than create a functional campaign, detailing the rum’s product attributes, we really wanted to lean into the Three Angels name and story – to turn an everyday process into something more magical evoking the angels share. The resulting film allows us to romanticise rum-making in a new and evocative way." said Gwyn Edwards, creative director, Purple

The film was supported by a series of beautiful static key visuals that bring the story of the highest racks to life in an abstract way, shot by Ted Humble-Smith. The exclusive launch event was held at the Panama Canal Museum, featuring stunning ethereal trapeze artists as part of the spectacle. 

The campaign has launched in Panama and will now be rolled out globally throughout 2025 across print, digital and social.