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Winning Entry 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 dr… Read More
Winning Entry 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 created 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. Read Less
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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. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 off their peacock feathers.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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. 
 
 
 
 
 
 
 
 
 
 

 
 
 
 
© Copyright 2013, Sam Lane. All Rights Reserved