THE BREIF
Help us reconnect with 18-24 year old guys in the bar environment
THE OBJECTIVES
Give guys a reason to try us again.
THE CHALLENGE
Two words. Re-appraisal and Trial.
THE BIG IDEA
A Bacardi Prohibition
THE PROPOSITION
The prohibition over shadowed the 1920's - 1903's in the USA, which directly effected the Bacardi production and distribution. Americans during this periodd would fly to Cuba for an alcohol fuelled weekend withe their beloved rum. Bringing this to a modern day era where most men want what they can have, there's no better way to make something more desirable than by taking it away, in other words, staging a modern day prohibition.
