Ron Mentidero has a creative based on the Madrid Golden Age, which is reflected both society at the time, as their costubres and architecture. In that barroquismo we move to develop a brand image consistent with those precepts and powerful branding makes this the only made Ron in Madrid. The sleazy atmosphere of the streets is present in all aspects of branding. A bottle screenprinted 360º in which the history of Madrid is involved. This rum is called mentidero because born in Madrid, and be as good as what we got letters at that time, and because the news of his being so special run as fast as the gossip of the capital in the Golden Age.