December is THE party month in Suriname. From November 25th till January 1st you’ll find street parties all around. SAB decided to introduce their new, more modern bottles for their rum brands in December and even contributed a campaign and party event to this.
The campaign theme was Oud & Nieuw (Old & New) this is Dutch for the New Year’s Celebrations. We have attached this known saying to the introduction of the new bottle that will replace the old one.
In the radio commercial people presumably count down for the new year, but than it turns out they were counting down for the new bottle to be introduced.