Our Brief
Bacardi came on board as the title sponsor for the 2012 Up The Creek music festival. Our brief was to sell more units of Bacardi than the festival’s signature vodka-based drink, The Titanic, and the ever-popular brandy and coke. Bacardi didn’t have exclusive pouring rights at the festival bars.
The target market: festivalgoers aged 25 to 35 looking to be entertained and having a good time.
What we did
We developed, marketed and sold a second festival drink at the festival bars that used Bacardi instead of vodka. We christened it The Iceberg, a cool refreshing long drink to counter the intense Swellendam heat and counter vodka sales.
Even up against a legendary festival drink like the Titanic, the Iceberg (which incidentally also contained fewer units of alcohol in line with Bacardi’s responsible drinking ethos), cleaned up at the bars. More Bacardi Superior was consumed over the weekend than any other spirit sold at the festival. Festivalgoers tweeted about The Iceberg and it was all over Facebook.
