This month BACARDÍ rum launches a new shopper engagement campaign in duty-free with its first-ever personalised bottle service – perfect for gifting and as a self-purchase treat. Heinemann stores at Frankfurt Airport are the first to offer the service before a global roll out with other retailers.
Tapping in to the huge global trend for personalisation as a key purchase motivator amongst the next generation of consumers (above legal drinking age), #MYBACARDI puts the shopper centre-stage, instantly connecting them with BACARDÍ, as they choose to add a name and their own message to the label on the iconic BACARDÍ Carta Blanca bottle.
The campaign creative emphasises the global BACARDÍ spirit that celebrates individuality and freedom of spirit. Shoppers can choose any name as well as a wide choice of gifting messages such as “Congratulations!’ and ‘Happy Birthday’ through to quirkier options including ‘Put on Your Dancing Shoes’ and ‘Best Served with Music’.
The personalisation will be activated as a central feature within a dedicated in-store BACARDÍ promotional area, where the breadth of rum styles within the BACARDÍ portfolio is brought to life with cocktail-making demonstrations and sampling. This approach encourages shoppers with just how easy it is to master the art of classic rum cocktail-making, including classics such as the BACARDÍ Ocho Old Fashioned or the BACARDÍ® Cuatro Highball, alongside the ever-popular BACARDÍ Mojito.
The campaign also has an educational element, sharing BACARDÍ credentials in its craftsmanship of aged rums and the versatility of its premium aged rums in classic cocktail-making and for slower sipping rum occasions.
The campaign epitomizes deep consumer understanding and the commitment from BACARDÍ to lead the premiumisation of the rum category as Julie Witherden, Marketing Director, Bacardi Global Travel Retail, explains. “There’s a huge global trend for consumer personalization of their favourite brands and this is a key strategy in how we recruit and engage the next generation of consumers right to the heart of the BACARDÍ brand. For us this campaign is a perfect combination that allows shoppers to celebrate their BACARDÍ purchase in a unique way, seamlessly integrating with the significant purchase motivation in Global Travel Retail for home cocktail-making. The breadth of range in the BACARDÍ portfolio caters for all rum cocktail and sipping occasions, but the shopper is always the star of the show and that’s our core message in this campaign.”
