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This month BACARD\u00cd rum launches a new shopper engagement campaign in duty-free with its first-ever personalised bottle service \u2013 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.<\/p>\n
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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 BACARD\u00cd, as they choose to add a name and their own message to the label on the iconic BACARD\u00cd Carta Blanca bottle.<\/p>\n
The campaign creative emphasises the global BACARD\u00cd spirit that celebrates individuality and freedom of spirit. Shoppers can choose any name as well as a wide choice of gifting messages such as \u201cCongratulations!\u2019 and \u2018Happy Birthday\u2019 through to quirkier options including \u2018Put on Your Dancing Shoes\u2019 and \u2018Best Served with Music\u2019.<\/p>\n
The personalisation will be activated as a central feature within a dedicated in-store BACARD\u00cd promotional area, where the breadth of rum styles within the BACARD\u00cd 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 BACARD\u00cd Ocho Old Fashioned or the BACARD\u00cd\u00ae Cuatro Highball, alongside the ever-popular BACARD\u00cd Mojito.<\/p>\n
The campaign also has an educational element, sharing BACARD\u00cd 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.<\/p>\n
The campaign epitomizes deep consumer understanding and the commitment from BACARD\u00cd to lead the premiumisation of the rum category as Julie Witherden, Marketing Director, Bacardi Global Travel Retail, explains. \u201cThere\u2019s 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 BACARD\u00cd brand. For us this campaign is a perfect combination that allows shoppers to celebrate their BACARD\u00cd 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 BACARD\u00cd portfolio caters for all rum cocktail and sipping occasions, but the shopper is always the star of the show and that\u2019s our core message in this campaign.\u201d<\/p>\n