Fitzroy Premium Navy Rum is the brainchild of the creative agency Fitzroy, which wanted to do something about the excessive waste found on the Dutch beaches of the North Sea Islands.
The beaches were littered with countless Coca Cola wrappers, and so Fitzroy decided to collect them and make something beautiful out of them. The agency melted the wrappers down and from there, created beautiful square bottle caps that have a natural marbled look to them. The caps are used to cover Fitzroy's Premium Navy Rum, which is now being marketed as the "world's first sustainable rum label."
This rum brand evokes multiple techniques to make it stand out in an overrun market – visually appealing and distinct branding, a quality product, and the promise of a slightly more sustainable and eco-friendly future in the alcohol industry.