Since 2005 we have demonstrated to new generations of young (LDA) drinkers that Bacardí is distilled with “untameable” spirit and is relevant to them. After all, since Don Facundo Bacardí created this world-famous rum in Cuba in 1862 the brand has seen-off its fair share of adversity: exiled by Castro, banned throughout prohibition, (etc, etc, etc).
We knew that music has always been part of the brand’s DNA – Don Facundo Bacardí himself threw legendary parties at the family home in Santiago De Cuba to celebrate the harvesting of the sugar cane crop – so we created the renowned Casa Bacardí campaign, an experiential concept that has been selling amazing drinks and cocktails at music festivals around the world every year since 1996. We championed the perfect serve, drove bartender advocacy and built consumer belief in Bacardí’s rich heritage and family plight.
Our work has helped Bacardí retain its spot as the world’s biggest spirit brands. Through brand experiences, in bar sampling with the Bacardí Bats teams and bar tender advocacy programmes we have helped give Bacardí cojones!