BACARDÍ **Untameable launch**

ROLE: UK PR, EVENTS, PARTNERSHIPS AND MUSIC LEAD

CAMPAIGN OVERVIEW

The BACARDÍ Untameable campaign, launched in 2013, focused on the brand’s rich Cuban heritage and resilience. Emphasising the slogan "Untameable Since 1862," it highlighted Bacardi's survival through challenges like the Cuban Revolution and Prohibition.

The campaign targeted a global audience, appealing to those who value authenticity and a rebellious spirit. It used cinematic visuals and compelling storytelling across TV, digital, and print media. The campaign successfully re-positioned BACARDÍ, especially resonating with younger consumers, and received praise for its creativity and impact.

BACARDÍ UK CONTEXT

The Untameable campaign launched in a number global markets towards the end of 2013, therefore a ’big bang’ announcement was not implemented in the UK due to the lack of new, news for UK media and direct consumer engagement.

OBJECTIVES

Reinforce brand heritage.
Increase awareness and engagement, especially among younger audiences.
Drive media coverage and social buzz.
Enhance brand perception as resilient and rebellious.

UK PR STRATEGY

The UK PR strategy for BACARDÍ’s Untameable campaign focused on highlighting the brand's Cuban heritage and resilience. It involved:

Storytelling: Emphasised Bacardi's history and "untameable" spirit.
Media Engagement: Collaborated with UK media for broad coverage and organised high-profile events.
Influencer Collaboration: Partnered with influencers to engage younger consumers.
Experiential Marketing: Hosted immersive events to bring the brand's story to life.

The brand press office activity aimed to support and amplify the launch and activation of the new BACARDÍ Untameable positioning.

THREE-FOLD PR APPROACH

1. Identifying ‘Ben’ Appeal Stories & Angles

Inform and engage 25-29yrs consumers about the new ‘Untameable’ positioning by carving up editorial angles that are relevant and appealing to specific mainstream titles to secure in-depth quality coverage, giving Ben informed opinion and social currency

2. Engage Consumer Drinks Media

Put BACARDÍ back in the spotlight to reinforce its liquid credentials by engaging and winning the support of key drinks media

3. Generate Wider Awareness

Ensuring that while the main focus on editorial coverage is secured in target Ben media, coverage around the brand’s heritage and liquid is also secured in wider media titles, reaching various opinion formers including LDA-24yrs consumers

KEY PR ACTIVITIES

On-Trade Briefing Events - in London, Glasgow & Manchester
Press Gifts
Launch Announcement
Press Trip - to Miami & Puerto Rico

MEDIA AND ON-TRADE BRIEFING EVENTS

Glasgow @ The Old Fruit Market: Consumer Press Masterclass, On-Trade Launch Event
Manchester @ Albert Hall: Consumer Press Masterclass, On-Trade Launch Event
London @ The Savoy: Trade Press Brand Education Briefings
London @ One Mayfair: Consumer Press Masterclass, On-Trade Launch Event
Consumer Press Master classes: Mini briefing sessions ahead of on-trade events to introduce regional consumer press to Untameable campaign, Introduction from Lisa Jazwinski, cocktail master class from Shervene Shahbazkhani and interview time with Jose Sanchez Gavito and Shervene Shahbazkhani
On-Trade Launch Events: Consumer & trade media invited to attend the On-Trade Untameable launch events
Brand Education Briefings: Briefing session hosted at The Savoy to introduce trade press to Untameable campaign, Presentation and interviews with Lisa Jazwinski, Jose Sanchez Gavito and Shervene Shahbazkhani

ON TRADE EVENTS

PRESS TRIP

OBJECTIVE: Engage key consumer features/drinks journalists to communicate the BACARDÍ story in order to generate quality features within the lifestyle pages.

LOCATIONS: A press trip was developed to two key locations to tell the BACARDÍ story - Miami and Puerto Rico, home of BACARDÍ’s rum distillery. These locations allowed journalists to live and breathe the Bacardí family’s ‘Untameable’ story.

ACTIVITIES: a visit to the family archives and rum distillery ensured media were given an in-depth, yet entertaining, education on the liquid and family history. An interactive cocktail master class took place with UK Brand Ambassador Shervene Shahbazkhani, this ensured premium liquid messaging was told (in an engaging way.)

MEDIA ANGLES

Continuous outreach to gold media and wider media with the following PR angles:

Consumer News: The men behind iconic BACARDÍ cocktails, the history and heritage behind the ‘Untameable’ Bacardi family, the story behind iconic cocktails
Consumer Features Surprisingly manly cocktails
Design Titles: The evolution of the bat logo and revised logo, heritage imagery
Marketing: The ‘making of the advert’, the story behind the advert and the Bacardi families history & heritage, interviews with BACARDÍ spokespeople

ASSETS DELIVERED

Press packs and gift (to key gold media)
Consumer press release
Marketing press release
Heritage imagery & ATL stills
Video of the UK advert and ‘making of documentary’

PRESS PACK EXAMPLE

STORYTELLING INCLUDED IN PRESS PACK EXAMPLE

RESULTS

Media Coverage: Significant coverage in major UK outlets.
Social Media Engagement: High engagement from influencer partnerships.
Increased Awareness: Boosted brand awareness among millennials.
Enhanced Perception: Strengthened the brand's image as resilient and rebellious.

This strategy successfully elevated Bacardi's brand presence and connected with the UK market.