Bacardi: JUST LIKE FRESH MIXED

Credits & Description:

Category: Best Use of Integrated Media

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: Poster - D- And F-CH - 06.06.2010

Media placement: Print - D- And F-CH - 06.06.2010

Media placement: Online - Piratenradio.ch, 20 Min - 06.06.2010

Media placement: Radio-Spots - Piratenradio.ch - 06.06.2010

Media placement: Radio-Sponsoring - Piratenradio.ch - 06.06.2010



Insights, Strategy & the Idea

The legal restrictions for advertising alcohol in Switzerland are immense. Other than the pack shot nothing can be shown. By playing with the medium the restrictions can be bypassed in a creative way.

Bacardi Mojito is the first ready-to-serve Mojito cocktail in Switzerland: it contains rum, mint and lime in the proper proportions. In short: Bacardi Mojito tastes like it's been freshly mixed.



Creative Execution

The ads takes after the product: whether poster, print ad, internet or radio spot, the respective medium (or its editorial content) was freshly mixed.



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.