Brief: Come up with ideas that will make 18-24 year old guys want to order us in the mainstream bar environment.This could be anything from jazzy new glassware to augmented reality drink coasters.You may even decide to invent an amazing new drink and a campaign to support it.
Rationale: The Prohibition overshadowed the 1920-30’s era in the USA, which directly effected Bacardi production and distribution. Americans during this period would fly to Cuba for an alcohol-fuelled weekend with their beloved rum. Bringing this to a Modern day era where most men want what they can’t have, there’s no better way to make something more desirable than by taking it away, therefore stagging a modern day prohibition campaign.
Throughout the prohibition in the US, alcohol was withdrawn from the shelves in what was called the ‘dry spell’. Leaving nothing but an empty space to remind Americans of what used to be.
We have replicated this through our limited edition blackout bottles. Instead of competing within the overcrowded bar environment by making the packaging bolder and brighter, the limited edition bottles will do the exact opposite, the blackout identity is continued through to the glassware.
If our 21-year-old male doesn't initially notice our Bacardi silhouettes behind the bar, he'll be sure to notice the tongue in cheek language used in our print campaign.
The posters will be placed in typical waiting areas; the bar, the toilets, next to the cash machine. The ad will make our audience aware of the campaign by capturing his attention using innuendos that will lead him to engage with the brand online.
In this part of the campaign the staged prohibition will be in full motion and we aim to buy an advertorial slot in the front page of The Metro newspaper.
The prohibition failed once, and it will fail again. Our target market can vote for Bacardi to be brought back to the shelves. Forget protest boards, the modern day prohibition will be over ruled by an online petition.
