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Making Kenny Chesney’s Rum Brand Sing

Country megastar Kenny Chesney looked to make waves with Blue Chair Bay, his line of rums evoking his well-cultivated, laid-back island lifestyle. The brand had tons going for it – taste, variety, smart pricing, eye-catching packaging – everything except for Chesney himself, who wanted to stay under the radar when it came to PR support.


Without Chesney’s direct involvement, we tapped the next best things to reach the brand’s female, mid-30s target: his personal brand equity and fan base. Our Blue Chair Bay Blogtender Nation program riffed on No Shoes Nation, the name Chesney had bestowed upon his legions of fans. The recipe was simple and packed a punch: turn high-influence food and lifestyle bloggers into cocktail inventors by providing our rum, a recipe theme…and a few easy pointers.



More than 50 high-octane bloggers joined Blue Chair Bay Blogtender Nation (all but two unpaid), reaching 10 million-plus ideally targeted fans. Posts from Nation members consistently ranked among top 20 traffic drivers to BlueChairBay.com monthly, and were shared by bloggers’ followers more than 130,000 times. Coupled with coverage by the likes of The Wall Street Journal, Self magazine and CNN, 360PR+’s support helped make Blue Chair Bay the industry’s fastest-growing pure startup brand ever.


For more information contact 360PR+.