Summer in a Summer in a bottlebottle

Restructuring of Restructuring of

Bacardi Breezer’sBacardi Breezer’s

global advertising global advertising strategystrategy

by Vassilena Valchanova

The BeginningThe Beginning

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

TodayToday

• Largest privately held spirits company in the world

• Variety of internationally-recognized spirits and wines,

• Portfolio of +200 brands and labels.

PortfolioPortfolio

– BACARDI Rum– DEWAR’S Blended

Scotch Whisky– BOMBAY SAPPHIRE Gin– GREY GOOSE Vodka– CAZADORES Tequila– ERISTOFF Vodka– MARTINI Vermouth– MARTINI Sparkling

Wines– Mix drinks

Bacardi BreezerBacardi Breezer

FRUIT FLAVORFRUIT FLAVOR++ALCOHOLALCOHOL--BACARDI BACARDI RUMRUM

Across the globeAcross the globe

Also aAlso available vailable in in USAUSA and and ChinaChina

PPopular in opular in Europe, Canada Europe, Canada and Australiaand Australia

IndiaIndia:: 1st1st entrant in the entrant in the ready-to-drink categoryready-to-drink category,, market leader market leader

19871987 UUSS

1996 Europe1996 Europe

Degrees of adaptationDegrees 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

ExamplesExamples

• TV

ExamplesExamples

• Print

ExamplesExamples

• Internet: promotional microsites and national sites

Israel

Italy

Canada

Examples

• Guerilla– Supermarkets– Party store– VIPs

ExamplesExamples

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

Degrees of adaptationDegrees of adaptation

• Mission– Verdict: GLOBALGLOBAL

• Proposition– Freedom, fun, glamour, sexiness,

fashionability– HRCD-distribution (Hotels, Restaurants,

Cafes, Discos) – Verdict: GLOBALGLOBAL

Degrees of adaptationDegrees 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: GLOBALGLOBAL//LOCALLOCAL

• Execution– Verdict: LOCALLOCAL

Potential problemsPotential problems

• Image problems– UK: chavs– NL: Breezer slet

• Internet integration– No information about

Breezer on Bacardi website

– Poor integration of local websites

RecommendationsRecommendations

• 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

Please, drink Please, drink responsibly!responsibly!

Thank you! Any Thank you! Any questions?questions?

by Vassilena Valchanova