Facing increasing competition in a crowded spirits category and brand fragmentation, Bacardi turned to ATTIK for a new visual identity system that would strengthen and unite its entire rum portfolio and allow the brand to speak with a single voice on a global scale. Over the past year, the new system has been adopted by all of Bacardi's individual marketing territories, supporting the brand's highly visible 150th anniversary celebrations all around the world.
"The Casa de Bacardi has a rich history of creating great parties and great times, always bringing people together. To support a comprehensive revitalization of the Bacardi brand, ATTIK redesigned the BACARDÍ visual identity to match the warmth, masculinity and proud heritage of the iconic 150 year old spirits company. Our creative strategy was to help BACARDÍ own a distinct position in the competitive rums market."
) is part of the Dentsu Network focused on developing integrated advertising, digital and branded experiences. The agency's complete case study appears here: http://bit.ly/BACARDÍ