DAIQUIRI
DUDE
The Brief This brief is a 2012/13 YCN Student Awards Brief. The brief was to make Bacardi a more popular drink for males aged between 18 and 21. The brief was very open, anything from a campaign to a new drink could be created for the brief. The idea had to be fun and innovative and appeal directly to its given target audience.
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Kirsty Hardingham Brief Four/ Bacardi OUGD301 Level 06
MR MOJITO The Concept The concept was to create a fun but male orientated drinks menu for a small selection of Bacardi cocktails. The Rum Run came from the idea of shot runs in cocktail bars. Rum is not a drink that is usually shot, but it is used as a mixer for cocktail drinks. There is such a huge variety of drinks you can make using the Bacardi Rum family. The idea was create a selection of four mini cocktails, each made with rum, which would then be bought as a set for a young male to try each one. Young men between the age of 18 and 21 usually drink beer, so this menu has been designed to get them drinking more rum in a more masculine way.
RUM&
COKE BLOKE The Range The four cocktails are Daiquiri, Mojito, rum and coke and Mai Thai. The names of the drinks have been named with a relevance to males. The idea was to make the cocktails sound more masculine in order to appeal to the male audience.
MAI THAI
MAN The vector images have been made using Illustrator. The cocktails would be in small glasses like this rather than proper cocktail glasses as it fits with the concept better. Everything has been kept consciously masculine so that it appeals to its audience ad communicates the fact that this drinks menu is for men only.
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RUM RUN
RUM&
COKE
MEN PAY ATTENTION A mini collection of classic BACARDI Rum cocktails.
Complete the RUM RUN or wet your tongue with just the one.
£3.50 EACH OR THE RUN FOR £12
* The Rum and Coke Coke and ice, just add BACARDI Superior Rum
BLOKE
A refreshing blend of BACARDI Superior Rum, BACARDI Gold Rum, fresh lime juice with a splash of Orange Curacao and Orgeat syrup
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MAN
Kirsty Hardingham Brief Four/ Bacardi OUGD301 Level 06
A blend of sweet sugar, zesty limes, refreshing mint, sparkling soda and that all important splash of BACARDI Mojito Rum
MR MOJITO
* For the playful man
MEET THE PARENTS
MAI THAI
* The Mojito
SIMPLE
* For the flirty man
* The Mai Tai
* For the sophisticated man
* For the easy going man
DAIQUIRI * The Daiquiri
DUDE
A sweet blend of crushed strawberries, sugar, zesty lemon juice and BACARDI Superior Rum
The drinks menu has stuck to the colours of the Bacardi logo to make the brand more recognisable in a bar environment. On each page there is a small description of each cocktail and a short statement as for which cocktail suites which personality of male. This statement makes the menu more playful.
BACARDI Superior BACARDI 8 BACARDI Oakheart BACARDI Black BACARDI Gold BACARDI Mojito BACARDI Limon BACARDI Dragon Berry
The bright colours against the black will make the menu stand out. The conscious decision was also made to make the format square rather than rectangular like many other cocktail menus. This decision was down to the fact it seemed more masculine, as it was quite broad and stocky, much like a males body.
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MAI MAI MAI MAI
RUM& RUM& RUM& RUM&
COKE COKE COKE COKE
THAI THAI THAI THAI
BLOKE BLOKE BLOKE BLOKE
MAN MAN MAN MAN
RUM& RUM& RUM& RUM&
COKE COKE COKE COKE
MAI MAI MAI MAI
RUM& RUM& RUM& RUM&
MAN MAN MAN MAN
BLOKE BLOKE BLOKE BLOKE
THAI THAI THAI THAI
COKE COKE COKE COKE BLOKE BLOKE BLOKE BLOKE
MAI MAI MAI MAI
COKE COKE COKE COKE
MAN MAN MAN MAN
THAI THAI THAI THAI
RUM& RUM& RUM& RUM&
BLOKE BLOKE BLOKE BLOKE
RUM& RUM& RUM& RUM&
MAI MAI MAI MAI
BLOKE BLOKE BLOKE BLOKE
MAN MAN MAN MAN
MR MR MR MOJITO MOJITO MOJITO MR MR MR MOJITO MOJITO MOJITO MR MR MR MOJITO MOJITO MOJITO MR MR MR MOJITO MOJITO MOJITO MR MR MR MOJITO MOJITO MOJITO
DAIQUIRI DAIQUIRI DAIQUIRI
THAI THAI THAI THAI
COKE COKE COKE COKE
The glasses for each cocktail will have the name of the drink printed onto it, this is to define the different cocktails from one another. The cocktails will be placed into a rack so they can be sold as a set. This means they will look like a shot rack which will look fun, but will actually be a range of rum cocktails to enjoy.
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DUDE DUDE DUDE
DAIQUIRI DAIQUIRI DAIQUIRI
DUDE DUDE DUDE
DAIQUIRI DAIQUIRI DAIQUIRI
DUDE DUDE DUDE
DAIQUIRI DAIQUIRI DAIQUIRI
DUDE DUDE DUDE
DAIQUIRI DAIQUIRI DAIQUIRI
DUDE DUDE DUDE
DAIQUIRI DAIQUIRI DAIQUIRI
DUDE DUDE DUDE
There will also be drinks mats available for the cocktails, as the cocktails will be drunk slowly there will be a need to put them down. The mats match each drink which uses the color and name of the drink to communicate the purpose of the mat.
Kirsty Hardingham Brief Four/ Bacardi OUGD301 Level 06
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