___Barcardi
___Sam Lane
___Concept / Proposition
___Aims / Outcomes
I will create a new brand of rum within Bacardi called ‘Bacardi Original’. This drink will be a stronger percentage and and based on traditional connotations of men drinking spirits, bringing in roots of cuban heritage. It will heavily be inspired by traditions of outdoor activites an the life of a sailor as well as objects related to this. This will help Bacardi reconnect with 18-24 year old guys in bar environment.
I hope to create a completly new drink for Bacardi that will be a higher concentrated percentage and will be based on the original flavours of the Cuban brand. This will be entitled ‘Bacardi Original’ and will be aimed at 18-24 year old males. It will include an advertising campaign and promotioal material surounding the drink and this will hit on the ‘hands-on’ traditional aspects that makes a man such as being an outdoor traveller or life as a sailor bringing rum from Cuba to the UK or a Carribean Pirate. This will also include relevant objects and packaging to emphasise this.
___Background Considerations
___Audience Message / Tone of Voice
The Bacardi company was founded over 150 years ago in Santiago de Cuba, and is still run by the Bacardi family today.The rum starts life in a white oak barrel and has is lovingly crafted by the Maestros de Ron (Master Rum Blenders).The skills and knowledge used by the blenders are passed down from generation to generation and take over 10 years to learn fully. Bacardi is considered uncool and dated to drink and also a womanly drink to order. It’s also considered to be a low quality spirit when this isn’t the case.
- 18-24 Year Old Males - Humerous Tone - Focussing on Luxury and Desire and the physical aspects that make a man.
___Mandatory Requirements
___Deliverables
- Must be aimed at 18-25 Year old Males. - Simple, Authentic & Masculine. - Make the consumer feel like a man and want to recoomend this drink to a friend. - Translate the idea across a number of channels. - Make the drink luxurious or desirable. - Include Bacardi History (Cuban). - Abide to Alcohol Advertising Rules.
- Glasswear, Bottle & Packaging Design. - Shop / Bar Drinks Display Cabinet Design. - A New Brand for ‘Bacardi Original’. - An Advertising Campain
___Submission Details Deadline : Thursday 14th March 2013, 6PM. - Must be submitted via the YCN digital uploader. - The Entry File must be zipped andmust be a maximum of 50MB. If bigger, email hello@ycn.org for consideratiosn.