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Created by: Tom Green, Alana Zabaglo,

Stephanie Ordonez, Kerra Sloan

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Brand Story

Don Facundo Bacardi Masso, founder of Bacardi, started out by purchasing a distillery on February 4, 1862 in the city of Santiago de Cuba.
His wife chose a bat as the logo because it symbolizes good health, fortune, and family unity.
Five generations and a US prohibition later, the brand is now the largest premium rum distillery in the world.

Bacardi has always stood for living passionately

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Business Situation

Strengths Brand awareness Leading brand Brand heritage Iconic symbol	Weaknesses Poor consumer education on Bacardi’s other products Rum is not a leading spirit
Opportunities Build the brand Educate the value to customers at tastings and promotions Raise awareness about what Bacardi means to their lifestyle	Threats Government regulations around the world Competitors offering a cheaper alternative

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Competitors

Diageo

Captain Morgan

Pernod Ricard

Malibu
Havana Club

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Target Description

Young adults (Ages 21-25)
Students and entry level employees,

who enjoy each drink while they live

life adventurously.

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Positioning Statement

To every young person whose heart burns with the passion to explore, Bacardi is your gateway to tropical adventure.

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Brand Personality

Like Cardi B, Bacardi is a colorful, vibrant personality, who lives life by his/her own rules, and values personal freedom and expression.

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Describe Campaign Idea

Mediums:

Digital print
TV commercial/Social Media video

Tag-line: “I like it like that”

Hashtag: #HowDoYouLikeIt

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Promotions- TV/Social Media Video

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Promotions- Print