Unleashing 150 years worth of untameable spirit
Background
Despite its worldwide popularity, BACARDÍ was losing market share to edgier, more authentic rum brands. We needed the millennial drinker to know that this rum has been made by the same family, against all odds, for 150 years.
As BACARDÍ reached its anniversary, we helped to bring to life the new global brand idea - “Untameable since 1862” - across channels and markets. We created a rich succession of stories that not only told BACARDÍ’s unbelievable history, but actively demonstrated the brand’s untameable behaviour. Authentically reconnecting the iconic brand with a new generation of rum drinkers worldwide.
150 years of unbelievable history
From the BACARDÍ family's involvement in the Cuban revolution, to the story of why the bat symbol came to represent the brand, through to the surprisingly macho history of the Daiquiri - BACARDÍ’s history is unbelievable. So Mr President opened up the archives, and released the “Our History is Unbelievable” series. Three epic stories brought to life in a way that was befitting to their cinematic scale.
Never has the untameable history of BACARDÍ been made so appealing to a new generation of rum drinkers.
Bat Beats
At SXSW festival in Austin, Texas, we helped BACARDÍ bring to life their untameable spirit by creating a unique music track from the movements of the world’s largest urban colony of bats that exist there.
Using bespoke motion tracking technology, the team used the swarming of the bats to trigger unique beats and effects. Working with the Ministry of Sound, the recording was remixed into a track released on Soundcloud “Bat Beats” generating a huge PR footprint and 4.3m impressions on Twitter.
#UberLibre
The Cuba Libre is BACARDI’s hero serve. One created in the midst of battle for Cuban Independence. So Cuban Independence Day was the perfect opportunity to partner with Uber to deliver Cuba Libre’s to liberate all those friends stuck at work past 5pm.
With 78,000 car requests on the night - it certainly proved popular - and #UberLibre trended in the UK.
BACARDÍ Triangle
BACARDI - never one for the understated brand activation - held an epic Halloween party on an island in the middle of the Bermuda Triangle. But rather than just inviting another influencer along, we got one to break in.
We recruited Ellie Goulding to publicly challenge notorious festival blagger and MTV personality, Marcus Haney, to find his way into the Triangle and document his journey along the way. Marcus took the bait, evaded the Puerto Rican army, crossed an ocean and snuck backstage - all dressed as Ellie.
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Unleashing 150 years worth of untameable spirit
Despite its worldwide popularity, BACARDÍ was losing market share. With edgier, more authentic rum brands stealing away the millennial drinker. We helped bring to life “Untameable since 1862" across channels and markets.
