FD Brands is planning to put Cockspur Golden rum back in the limelight with its first ad campaign for three years. This is a switch from the UK agency's normal practice of developing brands through distribution and below the line activity. This is the first time it has run a media campaign. In common with many spirits support packages, this Rum For Your Life initiative is hoping to attract a bigger, younger audience and the advertisements will be in style mags such as Loaded and heard on Virgin radio and Jazz FM. This will be backed up with 48 sheet posters throughout London. The campaign is costing £250,000 and runs until the end of this month. FD Brands took on Cockspur last year and it is already performing ahead of forecasts thanks to increased listings. UDV owns 25% of the brand and its international brand director Craig Williams said: "The campaign will raise its profile before a younger experimental audience which seeks style and premium brands. "The growth in rum and the resurgence in cocktail bars both provide the right backdrop for the new activity." {{DRINKS }}