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A Sales driving activation, crafted around limited edition packaging.

CASA BACARDI

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.

THE RIGHT MIX

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.
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01
Introduction

Everything we do must activate limited edition packaging sales.
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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.

The Bacardi Home Party Pack was the pinnacle of our activation & contain all the right ingredients to empower consumers to start mixing at home.
We conceptualised an engagement platform along with incentives for China's DaoBan social network to develop and integrate.
Elevator, Taxi & Web media were utilised for direct promotions driving sales of our Casa Bacardi Pack
Working along side Bacardi's marketing team we created activation kits for region launches, KTV takeovers and consumer parties.
Selected traditional advertising was used to raise awareness & to educate consumers via driving purchase of our Home Party Packs.
Our modular packaging made for countess possibilities for Point Of Sale, the more packs you had the bigger the city you could create.
Owned
& Earned
Activations
Casa
PLatform
ENGAGEMENT
OUT
OF HOME
In-Store
Point of sale
Video
Media
Packaging
02

The right pack ingredients to make your party go all city.
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A bottle of Bacardi Superior, a variety of mixes, cocktail making condiments, easy to mix recipes & access to exclusive playlists formed the ingredients of our modular packaging that could stacked to create a city of lively house parties.

ANIMATING THE PACKS TO ACTIVATE SALES THROUGH VIDEO MEDIA.
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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

03
marketing

Creating windows into successful house parties.
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Traditional media buys were split between awareness driving creative & activation focused. We alternated messaging & imagery highlighting our core areas of ‘The Right Drinks’, ‘The Right Music’ & ‘The Right People’.

Engagement
04

Creating social utility to activate the youth.
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Our creative strategy was used to implement social tools for Douban (China’s leading location based social network for events). The tools allowed consumers to plan their next house party around commerce enabled tools for our Limited Edition Packaging.

REcruitment media
Create PLayist
Select recipies
Customise Invite
WIN Bacardi home party pack
WIN bacardi sponsored party
05
In-Store

Modular packaging make for flexible POSM.
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We created a modular packaging system where packs could be stacked in multiple ways creating apartment buildings similar to how our consumers live. The packs were supported by a variety of header card that could be installed in infinite variations.