Bacardi Classic Mojito
We build spirits brands designed to transform markets.
Creative. Strategic. Marketing.
The creation of a global brand activation
programme, campaign merchandising and
communications platform for duty-free airports.
Bacardi management seized upon a new trend for pop-up stores in airports and enlisted our brand team
to help create and design of the
Mojito Lifestyle experience.This was an ambitious programme of spirits retail branding, to promote Bacardi Superior Rum at select European airports, has grown into a worldwide phenomenon.
Multiple airport store locations - Globally.
A lifestyle experience
Bacardi Global Retail capitalized on the growing trend of pop-up stores in airports by launching the Mojito Lifestyle experience. They enlisted our brand strategy team to design and execute this engaging concept, aimed at promoting Bacardi Superior Rum in airport retail locations worldwide.
We developed the entire campaign, creating assets that could be applied to retail spaces across global airports. Originally an ambitious initiative to promote Bacardi Superior Rum at select European airports, it quickly evolved into a global phenomenon.
At the Bacardi Mojito Lifestyle Experience pop-ups, visitors not only learn how to make their own Mojito but also receive a Bacardi muddler and a leaflet to recreate the cocktail experience at home when they purchase a one-litre bottle of Bacardi Superior Rum.
These immersive brand environments feature a sampling bar, digital screens showcasing Bacardi's new “Elixir” advertising campaign, and interactive experiences. The pop-ups first appeared at major airports, including Frankfurt, Copenhagen, Schiphol, Brussels, Rome, London Gatwick, Munich, and Antalya.
Bacardi's brand team projected that 250,000 European travellers would sample a Bacardi Mojito during the promotion. The overwhelming success of the campaign has since led to its global rollout.
According to Bacardi's travel retail team, the concept excelled in multiple areas by identifying a growing opportunity and crafting a global marketing campaign that established the Mojito Lifestyle as a fast-growing trend.
The Bacardi brand team predicted 250,000 European travellers would sample a Bacardi Mojito as part of the promotion. The promotion was so successful
it has been rolled out globally.According to Bacardi the concept delivers on many fronts.
"It was all down to identifying an opportunity and the creation of a global marketing campaign to establish a fast-growing trend of the Mojito Lifestyle." "Campbell Rigg has done an efficient and effective job bringing our Mojito platform to life in airports."
Andrew Notcutt, Senior Brand Manager, BACARDI Global Travel Retail.
