Taking Ownership of the Word “Mojito”
Wrecking Ball reintroduced one of the world’s best-tasting cocktails to a new generation of customers.
OVERVIEW
Bacardi's Resurgence in the Digital Landscape
Services
Brand Design
Brand Strategy
Brand Voice & Tone
Display Advertising
Motion Graphics
Strategy
UX Design
Web Development
Website Design
Brand Strategy
Brand Voice & Tone
Display Advertising
Motion Graphics
Strategy
UX Design
Web Development
Website Design
In an effort to reinvigorate the timeless allure of the Bacardi Mojito cocktail, Bacardi embarked on a strategic journey to captivate a new generation of enthusiasts. The company’s aspiration extended beyond mere revitalization; it aimed to forge an enduring connection between the Mojito and its brand. Through a series of calculated digital endeavors, Bacardi sought to craft a narrative that would seamlessly fuse tradition with modernity, cementing the Mojito’s status as a cultural icon in the contemporary era.
THE CHALLENGE
Revitalizing a Classic Cocktail for Modern Audiences
Bacardi aimed to rejuvenate the popularity of the Mojito cocktail, making it resonate with a new generation of consumers. However, skepticism arose within top management about whether a single cocktail like the Mojito could justify an exclusive digital presence. The challenge was to devise a digital strategy that not only reignited interest in the classic Bacardi Mojito but also expanded its reach globally without compromising its essence.
THE SOLUTION
Revitalizing a Classic Cocktail for Modern Audiences
In response to the challenge, Bacardi, with the assistance of Wrecking Ball, crafted a multi-phase digital strategy. Bacardi aimed to reintroduce the Mojito to a new generation and associate it closely with their brand. The digital strategy employed several phases, each building upon the previous one to achieve the desired results
PHASE 1
Pioneering the Digital Mojito Experience
Phase 1 marked the initial milestone, with the creation of a dedicated website, bacardimojito.com. Alongside this, an all-encompassing advertising campaign, spanning broadcast TV, online platforms, and print, was launched to introduce the concept of the “New Mojito.” A robust SEO strategy was implemented, ensuring Bacardi Mojito’s prominent placement at the forefront of organic search results on major search engines.
- Creation of a dedicated digital destination on bacardimojito.com.
- Launched a comprehensive ad campaign across TV, online platforms, and print media to promote the concept of the "New Mojito."
- Implemented a robust SEO strategy to ensure Bacardi Mojito's prominent placement on major search engines' organic results.
PHASE 2
Cinematic Synergy with "Miami Vice" and Bacardi Mojito
Building on this foundation, Phase 2 saw the establishment of a groundbreaking partnership with the movie “Miami Vice.” Negotiating a product placement deal, key scenes in the film featured characters specifically ordering a Bacardi Mojito. Additionally, Bacardi secured the rights to sponsor the World Premiere of the “Miami Vice” trailer on their platform BacardiLive.com. This strategic move meant that audiences seeking the movie trailer would be led to discover both Bacardi and the Bacardi Mojito. The platform served over 2.7 TB of streaming video content for the highly anticipated trailer’s world premiere.
- Secured a product placement deal in the movie "Miami Vice," featuring scenes where characters order a Bacardi Mojito.
- Sponsored the World Premiere of the Miami Vice trailer on BacardiLive.com, aligning Bacardi, the Mojito, and the movie.
- Leveraged streaming video for the trailer premiere, serving over 2.7 TB of content.
PHASE 3
A Palette of Flavors in Digital Mojito Evolution
In Phase 3, the focus shifted to the delicate task of introducing flavored Mojitos without overshadowing the original Bacardi Mojito. The digital presence was strategically designed to ensure that the original Mojito maintained a dominant presence of 70%, while the newly introduced flavors received 30% of the spotlight. This approach aimed to strike a balance between enticing new flavors and preserving the timeless essence of the classic cocktail. This well-calibrated strategy allowed Bacardi to continue offering the original Mojito to emerging markets while periodically introducing new flavors. Notably, this phase of the campaign was complemented by the impactful “Muddle It” commercial produced by D&G.
- Introduced a line of flavored Mojitos while ensuring the original Bacardi Mojito remained the focus.
- Designed a digital presence showcasing the original Mojito 70% of the time and featuring the flavored options 30% of the time.
- Maintained the global exposure of the original Bacardi Mojito while periodically introducing new flavors.
PHASE 4
Global Amplification of Bacardi Mojito's Legacy
Phase 4 marked a pivotal moment, as the Bacardi Mojito’s soaring global popularity led to a decision to integrate the campaign across all markets. The global launch was accompanied by a captivating video detailing the Mojito’s history, backed by a soundtrack from Matt + Kim. This content-rich site was thoughtfully translated into over 20 languages, ensuring accessibility across diverse audiences, and secured prime real estate on the global Bacardi.com website.
- Expanded the successful campaign globally, integrating it across all markets.
- Launched a new video showcasing the history of the Mojito, backed by a track from Matt + Kim.
- Translated the campaign site into over 20 languages and prominently featured it on the global Bacardi.com website.
<span data-metadata=""><span data-buffer="">THE RESULT
Global Resonance, Impressive Engagement, and Industry Recognition
Bacardi’s strategic evolution of the Bacardi Mojito through digital campaigns yielded remarkable outcomes. The cocktail secured the top organic search listing for the keyword “Mojito,” enhancing its online prominence. The campaign website attracted over 2 million annual user sessions, while also earning the First Place Website award at the 2007 Dynamic Beverage Awards. Furthermore, the campaign’s success made it the second most visited site within Bacardi’s portfolio, firmly establishing the Mojito’s modern identity and global reach.
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. Founded in 1862 in Santiago de Cuba, Bacardi has grown into a global brand with a portfolio of more than 200 labels and brands, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, BOMBAY SAPPHIRE® gin, MARTINI® vermouth, and DEWAR’S® blended Scotch whisky. With a commitment to innovation, quality, and sustainability, Bacardi continues to inspire moments of celebration and create enduring legacies in the spirits industry. For more information, visit www.bacardilimited.com.
