bacardi breezer

Download Bacardi Breezer

Post on 07-Dec-2014

11.825 views

Category:

Education

7 download

Embed Size (px)

DESCRIPTION

An analysis of the global ad campaign for Bacardi Breezer - "Marketing across cultures" final project

TRANSCRIPT

  • 1. Summer in a bottle Restructuring ofBacardi Breezers global advertising strategy by Vassilena Valchanova

2. The Beginning

  • In 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba

3. Today

  • L argest privately held spirits company in the world
  • V ariety of internationally-recognized spirits and wines ,
  • P ortfolio of+ 200 brands and labels .

4. Portfolio

    • BACARDI Rum
    • DEWARS Blended Scotch Whisky
    • BOMBAY SAPPHIRE Gin
    • GREY GOOSE Vodka
    • CAZADORES Tequila
    • ERISTOFF Vodka
    • MARTINI Vermouth
    • MARTINI Sparkling Wines
    • Mix drinks

5. Bacardi Breezer FRUIT FLAVOR + ALCOHOL - BACARDI RUM 6. Across the globe Also a vailable inUSAand China P opular in Europe, Canada and Australia India : 1stentrant in the ready-to-drink category ,market leader1987 U S 1996 Europe 7. Degrees of adaptation

  • Our global marketing function has centralized the production of major campaigns and marketing programs, thereby enabling us to present a global image of our core brands.
  • - Bacardi Limited

8. Examples

  • TV

9. Examples

  • Print

10. Examples

  • Internet: promotional microsites and national sites

Israel Italy Canada 11. Examples

  • Guerilla
    • Supermarkets
    • Party store
    • VIPs

12. Examples

  • Events
    • Bacardi-B Live
    • Free Spirit Tour ,Italy

13. Degrees of adaptation

  • Mission
    • Verdict:GLOBAL
  • Proposition
    • Freedom, fun,glamour, sexiness, fashionability
    • HRCD -distribution(Hotels, Restaurants, Cafes, Discos)
    • Verdict:GLOBAL

14. Degrees of adaptation

  • Concepts
    • Stressing images of hedonism and freedom
    • Drawing sharp contrasts with older generations
    • Depending on universal lifestyle trends: clubbing, dancing, party-culture
    • Verdict:GLOBAL / LOCAL
  • Execution
    • Verdict:LOCAL

15. Potential problems

  • Image problems
    • UK: chavs
    • NL: Breezer slet
  • Internet integration
    • Noinformation aboutBreezer on Bacardiweb site
    • Poor integration of local websites

16. Recommendations

  • Image shifting and repositioning
    • Older audience as advertising protagonists
    • Male and female alike
  • Internet activity strengthening
    • Website integration
    • Interactivity
  • Types of advertising media
    • Less TV
    • More outdoor, events, web

17. Please, drink responsibly! Thank you! Any questions? by Vassilena Valchanova