Tanduay Rum is striking a different chord with a new music-driven campaign that brings together Filipino creativity, self-expression, and shared experiences through the sound of OPM artist Kiyo.
Dubbed “Rumdam,” the campaign combines the words “rum” and “ramdam,” a Filipino term for feeling or experiencing something deeply. Built around the message “Ilabas ang totoo,” it explores authenticity, personal expression, and the connections that shape everyday Filipino life.
At the center of the campaign is rapper, singer, and songwriter Kiyo, whose signature blend of indie hip-hop, R&B, and lo-fi music has earned him a following among Filipino listeners.
Born Yukihiro Rubio, Kiyo rose from the underground OPM scene to mainstream recognition through songs such as “Ikaw Lang.” His laid-back sound and introspective songwriting provide the musical backdrop for Tanduay’s latest effort to connect with a new generation of consumers.
Directed by Nic Lopez, the campaign film takes a cinematic approach, capturing glimpses of young Filipinos navigating relationships, creativity, and everyday experiences. Rather than relying on conventional product-focused advertising, the video places music and personal stories at the forefront.
The result is a visual narrative that reflects contemporary Filipino youth culture, where individuality, artistic expression, and meaningful connections take center stage.
For Tanduay, the campaign represents a shift toward storytelling that draws from experiences already familiar to Filipino audiences.
“Rumdam isn’t about creating anything new. It’s about giving people permission to let out what’s already there. Rum has always lived inside the moments that matter to Filipinos. We just gave that truth a name,” said Gem Leonard Boy, Brand Manager of Tanduay Brands International.
“With ‘Rumdam,’ we wanted to move beyond product messaging and create something that reflects how people show up in these moments—something that lives within their most personal and truthful experiences,” Boy added.
Kiyo’s involvement also underscores the growing influence of homegrown musicians in shaping brand narratives. His distinctive musical identity gives the campaign a contemporary sound while maintaining its connection to Filipino culture.
Beyond its musical appeal, “Rumdam” reflects a broader trend in lifestyle marketing, where brands increasingly turn to entertainment, cultural storytelling, and creative collaborations to reach audiences beyond traditional advertising.
The campaign also highlights how music can serve as a bridge between established Filipino brands and contemporary audiences. By drawing on familiar emotions and cultural experiences, Tanduay seeks to position rum within a wider conversation about identity and connection.
As younger adult consumers increasingly engage with brands through digital content, music, and cultural experiences, campaigns such as “Rumdam” illustrate how established names are adapting their storytelling to remain relevant.
For Tanduay, the message extends beyond its product. Through Kiyo’s music and Lopez’s visual storytelling, “Rumdam” presents a contemporary take on Filipino culture, where the strongest connections often begin with experiences people recognize and share.