£15m campaign drives Bacardi Mojito

Written by Jamie Coggans

Friday, 25 July 2008

Bacardi Superior Rum, the world's first premium aged white rum, has launched summer-long marketing campaign to establish the brand's link with the creation of the original mojito cocktail and reinforce its premium credentials, as part of a £15m investment package.

The Bacardi Mojito, the Original Mojito campaign will consist of a through-the-line plan including below-the-line (BTL) support, online elements, experiential, PR, advertorial and a heavy-weight above-the-line (ATL) package including TV, Internet TV (IPTV), outdoor, tube and print advertising.

The ATL campaign will run nationally with upweighted outdoor media presence in London, Manchester, Leeds, Edinburgh and Glasgow and has been designed to gain maximum exposure with the brand's core audience of those aged above legal drinking age to 29 year olds.

Strong Trade Presence

The campaign will also be supported by strong trade presence across more than 3,000 on-trade outlets throughout July and August when consumers will be encouraged to enjoy a Bacardi Mojito through high quality POS including premium glassware and bartender mojito kits.

Liam Newton, Director of Marketing for Bacardi Superior Rum, comments: "The first ever printed recipe for a mojito cocktail uses Bacardi Superior Rum. It is the original rum used in the creation of this enduringly popular Cuban classic. The Bacardi Mojito is the original refreshing cocktail. It was designed to suit the often fierce heat and consequent thirst experienced in the Caribbean. The cocktail's name is said to have its roots in the West African word ‘mojo' meaning ‘a little spell'. The mojito cocktail is now enjoying a renaissance and experiencing major growth across the UK on trade. As a refreshing and accessible drink, consumers are increasingly bar-calling mojitos and we know that those using Bacardi Superior Rum are continuing to drive incremental growth of this cocktail."

POS Drive

It will also deliver serious support and investment to the on-trade, helping free-trade and managed outlets across the UK to capitalise on the extremely strong and profitable mojito trend that is taking UK consumers by storm. Bacardi Superior Rum will provide these outlets with training on how to make a great tasting Bacardi Mojito as well as premium bartending and point-of-sale (POS) kits from early July.

Additionally, as part of Bacardi Superior Rum's ongoing Elixir advertising campaign, which has already featured two separate TVC creative executions - Bass Bins and Assimilate - a brand new 20 second TV commercial entitled Mojito has been created. It will focus on the use of Bacardi Superior Rum as the original ingredient of a cool and refreshing ‘original' mojito. Using the latest post-production technology human shapes representing the different ingredients in the cocktail - ice, sugar, mint, soda water and lime juice - dance to a high energy backing track performed by Kidda, before splashing into a glass forming the perfect, original mojito.

TV Push

The new TVC broke on Sunday 7th July on ITV and is followed by a strong schedule of terrestrial and satellite channels including five and ITV, as well as targeted scheduling on IPTV with 10 and 20 second executions.

"This is the first time that Bacardi Superior Rum has used IPTV and we are very excited about what the new technology can offer us by delivering guaranteed audiences, above the legal drinking age, in targeted programming," continued Mr Newton.

"As part of Bacardi Superior Rum's consistently innovative approach to reaching our target consumers, we have always embraced new technologies and been keen to explore new marketing methods to communicate our brand values. Therefore, IPTV was a natural choice for our UK roll-out of Bacardi Mojito, the Original Mojito campaign," he concluded.

The Bacardi Mojito, the Original Mojito campaign will run from early July until late August.

Source: Barcardi