The brief was too make Bacardi mixers appeal to men aged 18-24, and make them want to order and drink it in the bar environment again. Tada! the Bacardi Hombre was born - a manly mix of a Bacardi Rum cocktail, but in the form and shape of a stylish beer. The taste and drink they want, in the way they want.

The brief also aimed to give an impression of the Cuban history of Bacardi, and so is done in a prohibition 80's style, which the brand so famously overcame, and incorporating the Spanish language and traditional feel the brand wants to portray. As part of the integrated campaign, sports tickets can be won from codes gained when the drink has been ordered, and a few lucky winners win a trip to the Casa Bacardi in Santiago De Cuba, and tickets to see the Santiago De Cuba Wasps baseball match and meet the players, the brands local team. 
Overall the project aims to connect the market with the brand in both the bar, and eventually the store, environment, and portray the brand in the traditional way that it should be, with a new, manly image.