Omnichannel marketing campaign made Bacardi Rum the key serve across Europe.
Client
Overview/Summery
Goal
Create, execute, and achieve a cohesive branding campaign across different European markets to recruit more rum drinkers, increase male engagement with Bacardi Mojito and leveraged Bacardí’s association with music.
Situation
Bacardí Mojitos have predominantly been consumed by females, with a noticeable gap in male drinkers.
Opportunity
The noticeable lack of male drinkers of Bacardí Mojitos presented an opportunity to tap into a previously untapped market segment. This would encourage greater inclusivity and broaden the Mojito’s appeal among a wider audience.
Duration
Six months
Reach
European Wide Campaign
Agency
Irish International - BBDO
Tasks
Role & Responsibilities
Senior Lead Art Director
Ideation/concept development
Location scouting
Art directed photography shoots
Oversaw final production
Outputs
Product lifestyle photography
Key visuals for summer/winter
Key visuals for light/dark markets
On-Pack promotion
UI Design
In-Store shopper POS
On/Off Trade POS for light/dark markets
On/Off Trade activation events
Out of Home Advertising (OOH)
Tools I Used
Mac
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Microsoft PowerPoint
Final Summer Key Visuals
Light and dark market
Phase 1 – Discovery
Kick-off Workshop
A campaign workshop kick-off ensured comprehensive brand understanding, fostering collaboration, alignment, and clarity for all involved on this Bacardí brief.
Phase 2 – Research & Define
Reinforce Bacardí’s affiliation with Music
Bacardí sought to leverage their music association, a concept I integrated while crafting a strategy to deliver an exceptional customer experience. Our collaboration with Epic Music helped bring it to life.
Bacardí Mojitos are most enjoyed when?
It was extremely important for all of us to understand when was the perfect moment to indulge in a Bacardí Mojito.
The answer: “The enchanting evening right before the party ignites, capturing a subtle anticipation rather than an exuberant celebration”.
We referred to this as ‘The Moment’. It subsequently played a pivotal role in evaluating our creative concepts which were presented to the client.
On-Pack promotion
Devised a captivating in-store giveaway inspired by the vibrant summer of music festivals, selecting three premier festivals across Europe to reward the winners. Sziget in Budapest, Lowlands in the Netherlands and BST in England.
How an On-Pack promo could work
By conducting thorough research and recognising the importance of a seamless entry process, I proposed to design a user-friendly microsite - a dedicated Bacardí Rum branded portal - for the on-pack promotion, enabling convenient and engaging participation.
How I chose the right Photographer for the job
I selected the photographer based on his vibrant style, which caught my attention due to his skill in capturing energy, colour, and mood. His fresh and bright approach was certain to infuse the campaign with a lively essence which I was aiming for.
How I tackled the dark market aspect
I conducted in-depth research to establish a thorough comprehension of the Russian "Dark Market,” distinguishing relevant elements for our campaign and effectively addressing its unique challenges and opportunities.
Phase 3 – Ideation & Design
Client signed off on ‘The Moment’ visual concept
For me, visualizing ‘The Moment’ early on was of utmost importance as it provided the client with a clear and precise understanding of the specific details regarding the action, the location and the timing. The way ‘The Moment’ would be effectively communicated, ensuring alignment and avoiding any ambiguity.
Identified photoshoot locations
During the ideation phase, I conducted thorough scouting and successfully secured three locations. These perfectly aligned with my vision and allowed us to accomplish our objectives for both the summer and winter product lifestyle shots in this campaign.
Chose and secured models
I carefully chose 6 models from a series of headshots who authentically represent our European target audience. They were a balanced representation of 3 males and 3 females.
Successfully Orchestrated Dynamic 2-Day Photoshoot
I art directed a two-day photoshoot in the selected locations, overseeing the entire process and resulting in a successful collection of 10 key lifestyle product images that we utilized for the campaign.
Brought Bacardí’s Vision to Life on Set
By meticulously curating a style board for props and dressing at the shoot locations, the summer and winter visuals seamlessly embodied Bacardí’s vision and brand beliefs.
The presence of music speakers was a vital element in all shots, reinforcing Bacardí's connection with music.
Created Point-of-Sale materials
In the design phase, I created over 30 shopper point-of-sale (POS) materials for both ‘In-Store’ and ‘Out of Home (OOH)’ environments. The On-Pack promotion required a unique suite of POS promoting the competition itself.
Designed the online entry portal UI
Made sure the Bacardí portal experience for the on-pack giveaway was cohesive with the creative assets used in-store.
Phase 4 – Delivery/Implement
Collaborated with Postproduction to perfect Summer and Winter Visuals
I collaborated with the finished artist on postproduction, we refined the key visuals to capture the desired photographic techniques for summer and winter. The client’s satisfaction led to a request from Bacardí USA to use the visuals internationally.
Achieved Success with Dark Market Assets
My carefully crafted ‘Dark Market’ assets, featuring well thought out press ads and strategically positioned point-of-sale materials, played a pivotal role in our campaign in Russia and France.
The Final Campaign Unveiled
I crafted the definitive campaign artwork: From outdoor ads and in-store POS to press ads, ‘Out of home’ shopper billboards, ad towers and Innovative store builds. I also developed the on and off-trade marketing material which was implemented across Europe.
Results
ACROSS 16
EUROPEAN COUNTRIES
LIVE
FLAWLESS
CAMPAIGN EXECUTED
USA
SOUGHT PERMISSION TO
UTILIZE THE KEY VISUALS