Bacardi: JUST LIKE FRESH MIXED

Credits & Description:

Category: Best Use of Audio

Advertiser: BACARDI

Product/Service: ALCOHOL

Agency: ADVICO Y&R

Date of First Appearance: Jun 6 2010

Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND

Creative Director: Dominik Oberwiler (Advico Y&R)

Copywriter: Martin Stulz (Advico Y&R)

Art Director: Benny Goldstein (Exxtra Kommunikation)

Typographer: Sarah Paul (Exxtra Kommunikation)

Typographer: Lukas Wietlisbach (Advico Y&R)

Account Manager: Rémy Müller (Exxtra Kommunikation)

Account Manager: Dario Bernardi (Futurecom)

Flash Programming: Alberto D'Angelo (Futurecom)

Photographer: Markus Weber

Media placement: Radio - online, piratenradio.ch - 06.06.2010



Insights, Strategy & the Idea

The legal restrictions for advertising alcohol in Switzerland are immense. By playing with the medium the restrictions can be bypassed in a creative way.

BACARDI Mojito is the first ready-to-serve Mojito in Switzerland: it contains rum, mint and lime in the proper proportions. In short: BACARDI Mojito is like freshly mixed. And in order to reach our young target group, we did exactly the same with popular songs.



Creative Execution

In cooperation with a hip radio station we launched a show called “Mash-up”. The concept: two hits are put together in a surprising way. For example, “I’m a Believer” by the Monkees and “The Trooper” by Iron Maiden.



Results and Effectiveness

Two months after the start of the campaign, BACARDI Mojito already held 44% of the market share for ready-to-serve drinks, and 27% of 18-29 year-olds in Switzerland had bought the product at least once.