Bacardi Oakheart Spiced Rum
Spice Things Up Campaign
We were asked to come up with an innovative campaign to promote one of the newest additions to Bacardi's product lines: Bacardi Oakheart spiced rum. Using a custom-made website called www.spiceitup.com.mt, we challenged Facebook users to ‘Spice things up’ by letting the website ‘frape’ their Facebook accounts. The word ‘frape’ has fallen into popular usage in recent years and refers to when someone gains access to a friends Facebook account and posts a good-natured but embarrassing status update on that person’s behalf.
The website did this by posting risque status updates under the user’s name and tagging in randomly selected people from their contacts lists. The players were shown the embarrassing post and then dared to press a confirm button which would upload the post to the social networking site. Players who consented to posting three of these posts were rewarded with a bottle of Bacardi Oakheart spiced rum which they were able to collect from the P. Cutajar store. The challenge gained viral momentum within hours and 500 bottles were given away within 48 hours.
The Bacardi Oakheart campaign was based around the concept of moving beyond one’s comfort zone, engaging life with a healthy sense of humour and, as the Bacardi Oakheart slogan goes ‘Spicing things up. Making it legendary’.