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TRA Project

Opportunity

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.

Solution

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.

Outcome

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.

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