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Bacardi rum gets the summer started with on-pack promotion

28 May
13:33 2012

BACARDÍ Superior is giving consumers the opportunity to win their very own legendary party this summer and the chance to create exciting possibilities as part of the £20m BACARDÍ marketing campaign for 2012. Drawing on the brand’s 150 year history of bringing people together with its party-hosting expertise, there will be 50 BACARDÍ Party Trunks to be won from neck collars on bottles of BACARDÍ Superior in the off-trade.

Launching at the end of May, the ‘Win Your Own Legendary Party’ campaign is the biggest investment by Bacardi in the off-trade and will be supported by a dedicated £1.4m campaign designed to reach over 180 million legal drinking age consumers and drive footfall into stores.

In support of this off-trade campaign, consumer awareness will be generated by TV, radio, digital and out-of-home advertising, mobile geo-fencing and social media engagement. Retailers can also support the activity with in-store POS for grocery and convenience outlets.

Worth £3,000 each, the BACARDÍ Party Trunks contain, among other items, BACARDÍ Superior rum, mixers, cocktail recipes and glassware so that BACARDÍ fans can host the ultimate party for their friends.

For a chance of winning, legal drinking age consumers simply enter via text on 64546 or online at www.Bacardi.com/party.  Each week, for a total of ten weeks, five parties will be won via a free prize draw and randomly selected winners will be notified by phone and e-mail. All entry details are to be found on neck collars on packs of BACARDÍ Superior across off-trade outlets from 28 May 2012.

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