Bacardi Fusion

＊Please note: Personal project. This project has no affiliation with Bacardi. Brief: Come up with a social media-led activation or campaign for Bacardi that builds on its existing music-based marketing to keep consumers engaged all year round. Outcome: A detailed campaign timeline and designed touchpoints to present our vision in the most thorough and detailed way. All of the graphics and marketing content apart from the Bacardi Logo was designed and created by Mayur Soneji and myself over a 2 month period. The app and bottle are the main focal point of the campaign, users would need to purchase a Bacardi bottle in order to unlock the games/app. The bottle will be AR-enabled and be a special edition flavoured to stand out on shelves. The app would allow players to play fun games while integrating with the users Spotify account.

Before the final campaign and touchpoints we each came up with 12 different campaign ideas to get the ball rolling. We ended choosing a campaign that mixed 2 of our ideas together.

12 initial ideas

We decided to launch a special edition AR Bacardi Rum with special bottles to act as a key to unlocking the app we created. The bottle also has been designed in a way in where it will stand out on the shelves.

The Bottle

Once you've purchased your bottle of Bacardi Rum it's time to download the companion app and scan the bottle in. Once scanned you have access to games and the Spotify API (Meaning you can spend more time having fun and less time changing apps every 2 minutes to change songs)

The App

Imagery

So we needed a campaign timeline and Touchpoints to release the bottles and app, this is the campaign timeline that was created.

Campaign Timeline

One of the biggest activations of this entire campaign was the giant Bacardi bottle. We wanted to create a giant bottle that moved throughout the UK's busiest train stations on Friday nights which was the night people bought alcohol the most. Business cards with QR codes and adverts were also placed around busy areas.

Giant bottle popup

Business Cards

Posters

We had an app so we knew we also needed a website. We had both a post launch website to tease the campaign and also a post launch website showing off the final campaign.

Business Cards

Posters

You may also like