Designed by Jhade Villa Dean, United Kingdom.
To create a new campaign that helps connect Bacardi with 18 -24 year old guys within the bar enviroment. It must feel masculine, authentic and support our quality credentials, but also be relatively simple.
Bacardi’s current campaign, seeks to come across as a drink for when socialising, aiming to capture that sense of being “Together” from social drinking. My chosen route was to keep that approach in mind, but redefine and expand on it further, adding a new simple twist to it.
The Social Circle:
Among the stereotypical social circle consists of many different characters and personalities; my approach to the brief was to bring more focus to this by examining the male’s social circle of the target markets age group.
The common relatable character types, could easily be seen within a guys social circle.
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