Home / digital marketing / Bacardi shuffles into summer with music-centric campaign shot from the waist down

Bacardi shuffles into summer with music-centric campaign shot from the waist down

Dive Transient:

  • Bacardi unveiled a brand new music- and dance-focused marketing campaign forward of summer season with the tagline “Do What Strikes You,” in keeping with information made to be had to Advertising and marketing Dive. 
  • The marketing campaign includes a 60-second spot set to a monitor via DJ team Main Lazer and appearing a bunch of dancers taking part in a rum-filled evening within the Caribbean. Dancers within the spot are proven simplest from the waist down, conveying a special vibe during the motion and expression in their hips, legs and ft.
  • The video was once directed via Tom Kuntz and choreographed via Wealthy&Tone with 5 skilled dancers from Los Angeles, Miami, Jamaica, the Dominican Republic and Mexico. The store MJZ treated manufacturing. The marketing campaign, made with company BBDO New York, additionally features a dance-themed out-of-home activation and a musical social activation that may debut later this summer season. 

Dive Perception:

Bacardi joins a rising record of entrepreneurs together with H&M, Crocs, Rag & Bone, Apple and Uniqlo which might be advertising and marketing their manufacturers thru dance-centric campaigns. By means of focusing only on motion and now not appearing any of the performers’ faces, the rum maker is taking a extra kinetic, expression-driven method that would create an emotional connection and encourage other people to are living as much as emblem’s tagline, “Do What Strikes You.”   

A mix of tune and virtual parts has been on the heart of Bacardi’s business plan for a number of years now. The rum emblem teamed up with the manufacturer Swizz Beatz in 2016 on an Instagram Tales marketing campaign that includes a digital DJ setup and introduced a Snapchat marketing campaign closing summer season with Main Lazer that incorporated a collection of subsidized lenses and a tune video. Tom Kuntz, who directed the newest spot, could also be well known for his quirky TV advertisements and tune movies for bands like MGMT. Extra manufacturers are experimenting with other, non-traditional video codecs as crowning glory charges on video advertisements have a tendency to run upper when in comparison to different virtual advertisements.

Bacardi’s method is in-line with how different alcohol and spirits manufacturers are seeking to construct lifestyle- or experience-driven methods to interact more youthful shoppers. Rival rum emblem Captain Morgan not too long ago introduced a Fb and Spotify marketing campaign, titled “#LiveLikeACaptain,” that partnered with the filth artist Woman Lehsurr with the function of attaining 18- to 24-year-old shoppers within the U.Okay. 

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