Modernizing the Bat
A business challenge
2007 - The world of marketing is changing. Bacardi was not. Always the same recipe: big global TVCs and on premise local activations. Under pressure from additional regulatory tensions and shifts in consumer habits, Bacardi’s leadership was in question.
Create a new modern marketing playbook, with content, influencers and innovation at its core.
Ambition
Aiming for firsts.
“Groove Armada sign 'record deal' with Bacardi”.
Campaign, 2008
Bacardi Mix Master, the first iPhone app for cocktail making.
True Originals, the first content series celebrating the influential mixologist community.
Peacock Product, Investor Day Demo
