While Bacardi is still the No. 1 Rum brand and the world’s most awarded rum, there was a job to be done in the Irish market to re-establish Bacardi as a culturally relevant icon. To achieve this, we needed to ensure that our activities resonated with the primal souls, typically a Gen Z audience, so they automatically think of BACARDÍ when they think about the best branded music experiences.
We created a full 360° campaign including a highly visual photoshoot with key influencers, media drop of new product offering to key contacts, utilisation of influencer social channels, media relations rollout featuring key ambassadors and summer recipes, and finally management of Casa Bacardi VIP area on-site at Electric Picnic with media engagement in advance of the festival, . All underpined by identifying the ultimate primal soul to represent BACARDÍ and its brand values throughout the summer - RTÉ 2FM DJ, Tara Stewart.
From the announcement of the stage line up through to new product news and social media activation, there was a constant drum beat of news and updates being delivered to our Primal Souls to ensure Casa Bacardi was front of mind ahead of Electric Picnic.
In 2019 alone, we delivered €1.5million worth of coverage for the BACARDÍ campaign across the summer. Choosing Tara Stewart as the ultimate primal soul delivered it’s worth in gold with above average social engagement at 7.9% (industry standard is 2-5%) on both BACARDÍ and Tara’s own channels.
Ensuring cut through in what is generally a cluttered space, our engaging media drop received >80% engagement rate from key influencers and media contacts.
Finally, BACARDÍ enjoyed a YOY increase in festival bar sales at Electric Picnic 2019.