Brief & Concept
This is a winning submission for the 2013 YCN brief for Bacardi. Promote Bacardi to 18-24 year old males in a bar environment by creating a concept for a new drink and / or advertisment campaign. I chose to create Bacardi Original, a spiced rum, which has been created from secret traditional recipes. The branding of the product is very much taken from the history and heritage of the company and this is shown through visuals, products and packaging.
- Product & Packaging
Both the bottle and the wooden crate idea has been directly influenced by some of the original packaging that was used to host bottles on across seas journeys. The idea of bringing cuba across to England through the heritage of Ron Bacardi and the company is something that was important to get across to a young male audience, in a contemporary, up-to-date fashion. The mason jars and other items were used to add a new experience to drinking in a bar environment that would appeal to young males who are looking to show their peacock feathers off.
- Advertisment Campaign___Bacardi Original. Heritage, in a bottle is the tagline attached to the product. This directly links the history of brand whilst also adding trust and a touch of luxury to the new beverage. I wanted to get across that this is a traditional recipe both through the product itself, the packaging and promotional material. This is why the deep colours and vintage photography have been applied to give a 'modern-vintage' appeal.
The promotion has been extended across multiple channels online and digitally. Here you can see how the web presence will be built throughout social media networks and as an app format, as well as a standard website. The website contains linked illustrations that are layed out in similarly to the contents of the box, helping to link and promote the new product.
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