B acardi HELP US RECONNECT WITH 18-24 YEAR OLD GUYS IN THE BAR ENVIRONMENT
WEBSITE
S ocial
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bacardi . com
@ B acardi U K f acebook . com / bacardi
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Background Here’s something that you might find interesting... The Bacardi company was founded by a man called Don Facundo Bacardi over 150 years ago in Santiago de Cuba, and is still run by the Bacardi family today. What’s more, every drop of BACARDI rum started life in a white oak barrel and has been lovingly crafted by our Maestros de Ron (Master Rum Blenders). The skills and knowledge used by our blenders are passed down from generation to generation and take over 10 years to learn fully. Not many people know any of this. In fact, that’s part of the problem. Lots of people wrongly believe that BACARDI is a low quality, industrial spirit that has come out of a tap somewhere near Wigan (not that there’s anything wrong with Wigan of course). We’ve heard from some people that BACARDI is “a bit dated” and not “cool”; it’s something their mum likes to drink with coke on a Friday night, but apart from that it doesn’t mean much to them. This is where you come in. We need your help to make 18-24 year old guys want to drink BACARDI again. The Creative Challenge Two words. Re-appraisal and Trial. We know that when people have heard just a few sound bites from our amazing family and product story, their perceptions of BACARDI have changed. We also know that when people have tried any of our rums, they have loved the flavour that BACARDI brings to their favourite mixers and cocktails. The trouble is, bars and shops are crowded places, so we only have a couple of seconds to make a good first impression and make guys want to order us or pick us up off the shelf. So we are looking for amazing, creative ideas that will help us stand out and make us a relevant choice for 18-24 year old guys. We want to see ideas that will make people proud to drink BACARDI and recommend it to their friends. The Brief Give guys a reason to try us again. Come up with ideas that will make 18-24 year old guys want to order us in the mainstream bar environment. This could be anything from jazzy new glassware to augmented reality drink coasters. You may even decide to invent an amazing
YCN STUDENT AWARDS 2012—13
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new drink and a campaign to support it! Whatever you come up with, it should feel masculine, authentic and support our quality credentials. It should also be relatively simple – this might be replicated in mainstream bars across the world! Target Audience Our bulls-eye consumer is a typical 21 year old male drinker. He’s at an age when his identity is being built, so “feeling and looking like a man” is important to him. He gravitates towards brands that give him a sense of authenticity – they make a statement about who he is and help him to assert his masculinity. Nowhere is this truer than in the spirits category where he is one bar call away from making an idiot of himself, and seeing his carefully nurtured reputation come crashing to the ground. Creative Considerations You will find the Alcohol Advertising Rules in the project pack, these must be abided by. Extra brownie points will be awarded to people who come up with ideas that translate well across a number of channels. For example, your idea for the bar environment might have a digital component and/or translate well into the store environment. Don’t be limited by images and styles that you associate with the BACARDI of today. Maybe there’s something old you’ve seen online that you think would work brilliantly to communicate our quality and authenticity. Often the best ideas are the simplest. Who knew that the Cider industry would be revolutionised simply by a new serve – a pint glass full of ice?! Additional Information You can find out loads about our company, our family and our rums online – so be sure to do your homework. We’ve been around for so long, there’s bound to be something we’ve done over the years that sparks your imagination. Good luck. We can’t wait to see your ideas. Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack on the YCN website – www.ycn.org
YCN STUDENT AWARDS 2012—13
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