Bacardi Classic Cocktail: Mojito

Bacardi Classic Cocktail: Mojito

OBJECTIVE

To launch the first BACARDI Ready to Drink Classic Cocktail and increase brand awareness through a straight publicity campaign.

EXECUTION

Leveraging the brand’s elements, and history, we launched the BACARDI Mojito Classic Cocktail as an at-home, time-saving alternative to the muddled made-from-scratch version for summer entertaining. The campaign was targeted at the Top 25 newspapers, magazines and digital media. A 15-market in-studio ground tour was simultaneously executed to create a full 360-degree publicity program.

KEY EXAMPLES

The New York Times, The Wall Street Journal, USA Today, Chicago Tribune, Las Vegas Review-Journal, Miami Herald, LA Times, Forbes, ABC, CBS, NBC, The Imbiber.com, About.com, LiquidMuse.

RESULTS

Successful launch outpacing competition in the Ready-to-Drink category by 40%. Media value earned was over $3,500,000 reaching approximately 500 million consumers.