Task: Make 18-24 year old males want to order Bacardi at the bar
Plan:
1) Make them aware of product (younger audience may never have considered drinking it)
2) Make them want to drink it - make it cool, current, masculine, etc (new image)
What I know so far:
There is more to Bacardi than people are aware of
- Genuine Cuban rum, not a cheap spirit
- 150 year heritage & still run by Bacardi family today
- V. skilled manufacturing process ("Maestros de ron")
Idea needs to be simple & translate across different channels
Alcohol advertising rules must be followed
Research areas:
- More about Bacardi's history/products/current branding
- What constitutes maculinity?
- How other products attract males
- Competitors
- Other products "brought up to date"
- Target audience
- Methods to promote/advertise Bacardi in bars
Initial thoughts:
- Design drinking vessel?
- Create new drink? (poss. issues about it becoming an alcopop/cocktail and therefore not masculine)
- In-bar promotion (e.g. posters, pop-up bar) - would raise awareness
- Redesign packaging (current is quite dated, indistinct)
- Bat logo is quite masculine, focus on this?
- The "Don of rum/Cuba" (play on words re Don Facundo Bacardi inventing Bacardi)
- "Before Havana, there was Bacardi" (refers to place and Havana rum)
- "The original" / "The original Cuban rum" (refers to heritage - people may not know it's from Cuba)
Although this is just a starting point for the brief, I have no doubt that these initial ideas will change, develop and even be replaced the more I learn and discover. I've found it difficult to avoid trying to come up with the solution straightaway, before I've even really started to look into the "problem" properly. So I must remember to approach the brief in a step-by-step manner and hopefully the solution should become much more obvious.
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