At important Juncture, Bacardi Tries To capture Millennial attention With #BacardiHouseParty
After reorganizing its advertising operation and picking new agencies, Bacardi aims to recapture lost market share and make rum cool once more.
looking to capture the intimacy of a house party while also conveying the affect of freedom that knows no bounds, Bacardi rum this week kicks off its first work considering that signing Omnicom stores as agencies of document for all of its spirits manufacturers. The marketing campaign, which Bacardi’s CMO characterizes as supported with the aid of “extraordinary” spend, features the tagline, “There’s Nothing in the way,” and it’s using the hashtag #BacardiHouseParty.
Aimed squarely at Millennials, the campaign facilities round “The Truck,” a 30-2nd video spot that follows a group of chums partying in a Victorian home that’s hauled thru various picturesque locations however stops every so often to pick up excellent-looking younger folks. The video is shot with a handheld digicam for a casual vibe. This general theme and manner might be reflected in more than one channels, including a distinct cell execution on fb.
Bacardi has a lot riding on the new campaign. Rum, usually, has lagged in popularity not too long ago in the usa for various causes, including its recognition as a mixing spirit, moderately than one that stands on its own, in line with a document in The Spirits business. moreover, Bacardi rum namely has declined in market share, dropping to 2nd in sales in the category for the primary time in years in 2014, the publication said. CEO Mike Dolan, in chatting with The Spirits business, blamed the decline on terrible advertising.
to show this trend round, Bacardi back in April announced that BBDO worldwide can be managing inventive duties, whereas OMD global would take care of media planning and shopping for. In making the exchange, the brand said OMD would be tasked with implementing “progressive and reducing-area ideas, rooted in information-driven insights, to succeed in Millennial customers.”
meanwhile, the company dramatically restructured its international advertising construction, announcing goodbye to global CMO Dima Ivanov, who had just joined less than a 12 months earlier, to better align with the agencies. It additionally appointed Zara Mirza to the function of global head of ingenious excellence to manage the agency relationship.
Zara Mirza, Bacardi’s head of inventive excellence
“It has transform increasingly more clear that we’ve got to vary so as to win,” Dolan stated in a remark. “And believe me, we are on this to win. now we have world-category brands and company companions. Now it’s about altering how we prepare to present our folks, our partners and our manufacturers a real shot at success.”
Mauricio Vergara, Chief advertising Officer for North the usa and global lead for Bacardi rum, said of the brand new campaign: “It’s an exciting time for the logo. we now have been bold with the structural modifications we’ve made and we’re going to be bold with our ingenious alternatives. The stakes are excessive and we are on this to win. It’s an actual step-exchange in how the brand is marketed.”
The important video started airing this week on tv during American Horror Story: resort, Jimmy Kimmel are living and SportsCenter and likewise has began appearing in internet advertising on Pandora, Hulu, YouTube and ESPN.
in all probability unsurprisingly, probably the most outgrowths of the house birthday celebration on wheels within the ad is an East Coast tour, where the house — and the accompanying birthday celebration — visits various cities, starting with a Halloween celebration in Philadelphia.
On fb, the rum brand will rent Immersive Canvas, a brand new cellular content ad unit that serves viewers an expertise much like an entire micro-web page when they click on the advert. so far, only a few manufacturers — none of them alcohol manufacturers — have gotten a chance to make use of the new unit.
in addition to the merchandising, the logo’s social media presences were made over for the new marketing campaign effort, and it’s selling the video by way of its accounts.
response to the ad has been largely positive, but it hasn’t gotten the identical kind of viral traction that we’ve seen with other videos — sharing and examine numbers are still largely within the double digits, although YouTube has made it to just over 10,000 views.
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(Some pictures used beneath license from Shutterstock.com.)
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