This campaign is the first since Gruppo Campari took over distribution of Appleton in 2013. This is the first major new marketing campaign for Appleton Estate in some time. The campaign was officially announced on 6 August in conjunction with the Jamaica Independence Day. The day was commemorated by Appleton Estate in 2012 with the introduction of the 50 year old Appleton Estate Rum that commemorated 50 years of Jamaican Independence. The video of the ad is very good and shows the real Jamaica and a great promotion for the rum.