Challenge:

Bacardi needed people to stop asking for a “rum & Coke” and start ordering a “Bacardi and cola.” And, if you could throw in some brand cachet while you’re at it, that’d be nice.

Solution (TV, Radio, OOH):

We decided to personify the “Bacardi & Cola” bar-call. And to ensure this party loving duo would resonate with a cynical 20-something crowd, we created an intentionally tongue-in-cheek campaign with the totally outrageous vibe of an ‘80’s tv show.

Results:

The commercials tested at the top of Millward Brown’s charts and Bacardi had all-time record sales during the campaign.