The launch campaign showcased BACARDÍ’s history – 150 years of of high drama,
intrigue, suspense, and untameable spirit. From the families involvement in the Cuban revolution, to the story of why the bat came to represent the brand, through to
the surprisingly macho history of the Daiquiri. Mr. President opened up the family archives, and developed the “Our History is Unbelievable” series, presenting the untameable history in full technicolor glory to appeal to a new generation of rum drinkers.
But this was more than simply telling BACARDÍ’s unbelievable story, we were behind a number of global activations that demonstrated the brand’s untameable behaviour.
But this was more than simply telling BACARDÍ’s unbelievable story, we were behind a number of global activations that demonstrated the brand’s untameable behaviour.
From a first-of-its-kind partnership with Uber to deliver BACARDÍ “Uber” Libres to Londoners, to an audacious stunt at SXSW turning a colony of bats into beats with the Ministry of Sound, through to breaking into our own BACARDÍ music festival in the middle of the Bermuda Triangle, all for a movie for MTV.
Our Uber Libre campaign resulted in more than 78,000 drink requests and more mentions of BACARDÍ Cuba Libres in 48 hours than across the whole previous year. Bat Beats generated 4.3m Twitter impressions, 170k video views and coverage in influential media including Fast Company & The Verge. And our ‘Breaking The Triangle’ documentary was promoted across the MTV network by none other than Ellie Goulding. Winning Gold for Best Content at the European Lovie Awards.
Since 2012, our multi award-winning work has helped BACARDÍ reach millions of new drinkers in more innovative, culturally-led ways.
