David GaskellBacardi

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The BriefProduce an in-bar solution that will atttract more 18-24 year old males to drink Bacardi.

David GaskellBacardi

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Understanding the ProblemThis brief was centred on breaking peoples perceptions of the ‘brand’. The product itself stands up against it’s competitors and the brand carries a lot of heritage with it.

Previous AdvertisingPrevious advertising delivered by Bacardi have been simple, either visually impressive photography, attractive females or suggestive language have been used. My attitude to this type of advertising isn’t positive, I don’t think it is possible to treat people like idiots and expect an adult response.

Made to mixThis is my favourite of the adverts, the image and copy explain the purpose, and preferred way to drink Bacardi.

Bacardi by nightThis is my least favourite advert. It cheapens the product, and associates the drink with staring at women. Not something that is worth aspiring to socially. I think adverts like this are damaging, serving only as bad soft core porn. The in-bar solution could not be based around starting at barely dressed women.

Sip itAn advert that tells the user how to drink the drink. I am left indifferent to the advert. It offers little interaction, or emotional reaction. This is definitely an approach to advertising from another era, one that has little effect in the modern culture.

Drinking glass as a formatA seven sins set of glass designs. Designed by Sagmeister & Walsh. I liked how the glass has been used to communicate and saw a connection between this resolution and possible resolutions for the in-bar Bacardi experience.

David GaskellBacardi

Augmented RealityThe concept is centred around the customer receiving a free refill on their drink. The way the glass is designed instructs the user to scan the QR Code through their smart phone. This will activate the augmented reality refill. Creating a talking point and conversation starter between strangers in the bar. This integrates Bacardi in a persons bar experience, and is more effective, and lower cost than a traditional advertising campaign.

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The SolutionThe brief requires an in bar experience that can be implemented with ease worldwide. I decided to have an interactive design based around the drinking glass. I have proposed a conversation started, which will work worldwide.

David GaskellBacardi

DesignsA custom glass design. Featuring the logo, a QR Code and type. The ‘Free Refill’ type will get people to activate the augmented reality. An app, with two features, will be used to start the refill graphic. There will be a share feature on the app, this will enable people froma round the world to see the feature. Creating wider audience impact.

Method of DeliveryThe concept relies on the use of a smart phone. The ownership of smart phones are common in the target audience. The interaction is easy to access, and can be applied worlwide with the distribution of the new drinking glass designs.

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