The spirit brand has been innovatively associating with music concerts, television shows interestingly; in fact it can be recalled that Barcardi won a bronze in the Branded Content and Entertainment Lions category at Cannes Lions 2012 for its association with ‘The Dewarists’. Now, with the growing popularity of digital communication, Bacardi is bullish on digital activations.
Commenting on the importance of digital in the brand’s media plan, Manish Seth, Director Marketing and Sales, Bacardi India said, “Bacardi targets Sec A and Sec B urban male consumers. This section of consumer has begun to spend a major part of his media exposure and audio visual content consumption on the digital platforms. We intend to establish a wide base of engaged consumer base and hence, decided to go aggressive on digital and social platforms. Of the total marketing budget, we will invest around 15 per cent only on digital.”
The spirit brand has roped in Webchutney to create a host of digital activities. The brief given to the agency was to create digital destinations and coherent brand experiences for the repertoire of spirit brands under the Bacardi label.
Elaborating on the campaign, Sattvik Mishra, Associate Creative Director, Webchutney said, “Our association with Bacardi started with Eristoff. It began with the conceptualisation, design and execution of a website for Eristoff Vodka. We were also tasked with promoting ‘Bring on the night’, a TV show Eristoff was launching in partnership with MTV. The website received great praise from the client and was followed swiftly by work on the websites of Dewar’s whiskey & Dewarist season-2, and Grey Goose vodka. Later, we also created a Facebook application for Breezer, Boombox, where users can create their own signature Breezer tune.”
“It was challenging to create online destinations for premium brands such as Dewar’s and Grey Goose, but we delivered in spades with beautiful, intuitive and classy websites for both brands.We also became the digital guardians of Grey Goose’s social media, and oversaw the coverage and promotion of their signature event, ‘Style Du Jour’; for which we came up with the ‘Blue Carpet,’ a live tweeting and photo blogging initiative,” added Mishra.
The next step would be to amplify the conversations built with the varied target audiences and increase engagement as Bacardi takes its conversations forward. “In 2013, we intend to leverage the area of consumer/social creativity to build engagement with consumers and to let consumers retell the Bacardi philosophy,” mentioned Seth.
The brand is set to create digital powered experiential marketing campaigns that will create buzz and take the brands to multiple touch-points. Bacardi ‘Walk the line’, the soon going to be launched campaign, will see the glimpses of these elements.
Explaining the campaign challenges, Mishra said, “The alcohol category in India is much cluttered and the competition is cut-throat. We didn’t want Bacardi to be yet another brand, going digital for the sake of being present. Bacardi came to us with problems, not briefs and we built solutions, not campaigns. If you see the stuff we’ve done with Bacardi in last few months, you’ll see a mix of websites, social media engagements, display and on-ground.”
“Also, the challenge with this particular set of brands was that even though they all had different voices and very different personalities, they all spoke to a mature and urban target audience and most are premium to ultra-premium in pricing and positioning. Creating and maintaining a unique voice for each spirit and sustaining it over time was a big challenge, but with some deft and clear thinking, we managed it,” concluded Mishra.
Article by Priyanka Nair. Reproduced with permission from Exchange4Media.