AND LET'S SHOOT A VIDEO

But It Works

Yes, but there were nuances. International Bacardi communication shows heat and beaches, which is hardly suitable for a winter campaign in Ukraine. Competitors' pre-rolls were also far removed from the local rum buyer, so the real battle happened on shelves and through price promotions.

Maybe that was enough. But someone had to take the first step.

A Little Bit Of Truth

In Ukraine, Bacardi Spiced drove sales because consumers chose it for its sweet taste and versatility. You can drink it neat or mix it with cola, and in both cases it becomes an easy, tasty drink for ordinary friends gathering together at home.

We took that truth and showed the situation literally. Then we added a dance track, a real bartender, spectacular editing, and mixed everything with the global slogan.