How do you engage new audiences and change cultural habits?
We’ve been working across the Bacardi global portfolio since our inception on a number of strategic and tactical engagements.
With BACARDÍ rum representing over 70% of the business losing market share to competitors like Havana Club and Captain Morgan, a change in approach and mind-set was needed. We were asked to create a campaign platform to re-engage the trade, challenge consumer perceptions that it was “for girls and douche bags” and get the product in the hands of the average 25 year-old guy to reinvigorate global sales.
We introduced the signature serve, BACARDÍ Cuba Libre, delivering BACARDÍ’s ‘Untameable’ positioning in a global, on-trade engagement programme.
We analysed bar culture, which highlighted consumer behaviour and key trends influencing bars and consumers. Our research identified the importance of capturing the energy and spirit of a big night out and implementing elements of this into the BACARDÍ experience.
We created an impactful outlet invasion that put meaningful consumer engagement at the core of the activity, switching our consumers to a Cuba Libre from a beer to change the tempo and direction of the night.
We implemented the consumer engagement strategy globally with the NightFlight toolkit. This included an outlet engagement programme, promotional assets and branded communications.
NightFlight has been rolled out across 75 markets around the world, putting BACARDÍ at the centre of the action, creating greater demand, helping engage the trade and therefore improving purchase relationships.
What we did
- Campaign identity
- Asset creation
- Brand imagery
- Brand experiences
- Global toolkit.
Request the full case study