The fictional rum campaign included print, online and television designed to bring consumers unknowingly into the world of Cane. This generated interactivity and conversation about the unusual tactics as consumers and press slowly figured out the ruse. All media drove consumers to www.Luciaduquerum.com where aspiring beauties could submit themselves to become the next spokes model for Duque. The robust online experience included a voting mechanism where the public could choose the next Duque girl, an area featuring the fictional history of the brand and a realistic site for the Miami based Duque nightclub. Each time the campaign was mentioned on the show, the fictional website received massive spikes in traffic. The campaign drove millions of consumers to the fictional website for Duque rum. Thousands of girls uploaded photos to apply to be the Duque rum girl. Hundreds of thousands voted to choose the winner of the Duque rum girl contest.

The media used to create buzz for the Duque campaign was just supplemental dollars from the traditional plan. It garnered massive consumer and mainstream press. Cane and CBS showed a dramatic increase among the 18-34 demographic and across their entire fall season launch.