BACARDÍ Rum – Move With The Greats

The Challenge

Gen Z has shown a growing reluctance to hit the dance floor, creating a challenge for BACARDÍ in engaging young consumers within nightlife and social settings.

The Strategy

The strategy focused on tapping into the unbothered confidence of previous generations to inspire uninhibited self-expression. The brand partnered artist Joy Crookes with her mentor, Natty Bo, to champion dancefloor freedom.

Execution and Innovation

The earned-first multi-channel campaign integrated talent partnerships, creator content, paid social, editorial PR, out-of-home advertising, and media partnerships to reposition dancefloor confidence as a core youth culture trend.

Results

The initiative achieved 59.1 million in editorial reach and 15.2 million influencer impressions, driving sharp uplifts in overall brand awareness and brand love that outperformed key market competitors.

Judges' Verdict

"A very strong campaign that moved the needle for BACARDI, with depth of results including market research to prove its impact."