“The Original Bacardi Mojito” campaign created by the CampbellRigg Agency is an evolution of the brand’s famous mint and lime drink and represents a new perspective on the iconic cocktail’s progress, which has defined the brand’s philosophy for many years and helped Bacardi become one of the most valuable spirits brand in the world.
For a multi-national alcoholic beverages company like Bacardi, the central question for the Global Retail Marketing team is: “How should we respond to and exploit the duty-free retail channel shift through campaign promotions?”
The Mojito campaign was based on new insights into how success is viewed by consumers today, it brings to life the concept that a recipe for freshness can be a catalyst for the progress they seek, it aims to generate a positive “Lifestyle Experience” and culture shift by promoting and encouraging the idea that finding fresh choices in life’s journey which is part of the recipe for success.
The campaign was developed by our brand team in partnership with Bacardi Global Retail London. It brings to life the art of mixing to create one of the world’s most iconic drinks through a significant investment in customer experiences, in addition to new pop-up retail formats, print, digital advertising, the point of sale material and engaging media content in airports globally.
Manager’s from the Bacardi Global Corporate Communications team regularly met with our brand team to ensure awareness of historic assets, provide a briefing for the campaign, a heads up of upcoming activation points, and to review the application of Bacardi Mojito assets and consistency of stories created by our brand team. The activation programme at Charles De Gaulle, Paris illustrates the creation of the campaign and multiple applications of assets by our team to airports across the globe.
Visitors to a Bacardi Mojito Lifestyle Experience pop-up outlets in airports, learn how to make their own cocktail, receive a Bacardi muddler and leaflet to bring the exciting cocktail experience home when they purchase a one-litre bottle of Bacardi Superior Rum.
The environments feature a sampling bar, screens showing the new Bacardi ‘’Elixir’’ advertising campaign and the Bacardi Mojito muddler and first appeared at airports in Frankfurt, Copenhagen, Schiphol, Brussels, Rome, London Gatwick, Munich and Antalya. Bacardi predicted that 250,000 European travellers would sample a Bacardi Mojito as part of the promotion.
The promotion was so successful it has now been rolled out globally.
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