Bacardi's ambitions to make Bacardi Superior the #1 choice for home parties was hindered by China’s low awareness of mixing white spirits for home consumption; a helping hand was needed to give consumers the confidence to mix their own house party.
What do you get when you mix great friends, your favourite tunes & Bacardi Rum? These ingredients formed the core message of our activation to educate consumers how make a successful house party that’ll be remembered. Each element we created served to support this mantra whilst seamlessly driving sales of through limited edition packaging.
This was not an activation for activation sake, we were given a clear directive to elevate sales. By creating Limited Edition Packaging we ensured each campaign asset not only raised awareness but led consumers further down the purchase funnel.
ANIMATING THE PACKS TO ACTIVATE SALES THROUGH VIDEO MEDIA.
Our concept was to use video media to create the feel of an exponentially growing house party. Using our modular packaging as the hero of the film allowing us tell our packs ingredient story and activate sales seamlessly