White rums face stiff competition from spiced and dark rums, so there is a clear need to make Bacardi relevant again for the younger, millennial audience. Taking this into consideration, TRA Brands were tasked to use the Casa Bacardi platform at Electric Picnic & Longitude to inspire and encourage men of the Legal Drinking Age (25-29 years old) to pursue their untamable passions and demonstrate their irrepressible spirit as the Bacardi family once did. We were asked to generate serious social buzz and word of mouth for the BACARDÍ Bar at Casa BACARDÍ amongst KOF’s and media as well as driving media engagement around the Original BACARDÍ mojito as the perfect summer cocktail.
With no ATL campaign in place, the brand relied heavily on PR and social media to communicate and activate BACARDÍ’s showpiece music sponsorship. TRA Brands developed an integrated social, experiential and PR campaign to communicate the ‘Untameable’ global brand positioning targeting a younger male audience in a local tone, relevant to Irish audiences. We delivered a tiered campaign starting with a line-up announcement, event/listings coverage, ticket giveaways, artists interviews, cocktail masterclasses and an influencer engagement programme creating a wave of momentum bringing us through the summer, right up until the main event in Stradbally in September.
The Agency managed the guest VIP area & photography throughout Electric Picnic, seeding out shots with KOLs and media generating widespread coverage across all national print and online sites. TRA ensured key media and opinion leaders joined the #CasaBacardi social conversation with #CasaBacardi trending for the three days of the festival. The PR and social media activity reached 16million consumers and delivered over €2million worth of coverage exceeding all client KPIs - making Casa Bacardi the most desired and highly sought-after area at each festival every year since 2014.