Targeting a new generation of drinkers.

Bacardi Limited boasts an impressive portfolio of premium and super premium brands including Bacardí, Bombay Sapphire, Dewar’s, Eristoff vodka and Martini,  mixed by bar tenders all over the world. We work across their whole portfolio, inspiring people to choose spirits both in bars and restaurants and in the supermarket.

A recent challenge was to drive selection of Bacardí Rum by a new generation of drinkers – mid-twenties men going to house parties. Our task was to inspire these young men to choose Bacardi Rum over more typical house party drinks such as beer and wine. Bacardi Rum is particularly relevant to Millennials on account of its versatility, democratic nature and authenticity, but needed reinvigorating to be seen as a youthful, cool drink for this occasion. By understanding their purchase journey, we were able to create communications that connected at the most influential moments, overcoming purchase barriers and driving selection.

Since working with Bacardi Martini, their sales have increased dramatically, with some markets seeing a 200% increase during campaign periods.