Relentless
Bacardí is a 154-year-old brand, the world’s second-biggest spirit brand by volume, and the third by value. However, the brand’s ubiquity obscured its fatal flaw: it had weak equity, or as one U.S. consumer put it:
“IT'S DISCOPISS FOR DOUCHEBAGS”.
Bacardi refined a rambunctious spirit into the rum we know today. It's a heritage few know about and one that was not communicated at point of sale. To begin educating the world, the brand developed new bottles rooted in its heritage.
Our idea was to break down the process into its most visually impactful moments. Then teamed up with Hudson Mohawke, using his unreleased track ‘Volcanic’ to create a piece of entertainment.
A music video that educated our consumers through the culture they’re passionate about.
