The three competitors who share the spirits market have one thing in common. Bacardi, Oakheart and Captain Morgan have never advertised here in Ukraine. It is always an adaptation, adaptation and only adaptation of foreign materials.
Yes, but there are nuances. In international communication Bacardi shows the hot atmosphere and the beach. Not very suitable for the winter campaign in Ukraine, right? Competitors' pre-rolls are also far away from the local rum buyer, so the fight is held on the shelves and by the discipline of price promotions.
Maybe that's enough? Someone had to take the first step.
But it works
A little bit of truth
The driver of sales in Ukraine is Bacardi Spiced, and the reason why it is being chosen by consumers is its sweet taste and versatility. You can drink it clean if you want, you can mix it with cola if you want: in any case it will be a delicious drink for you, Taras, Olena and Sasha. When you gather together at your place once again.
We decided to take this truth and show the situation literally.
We just added: a dance track, a real bartender, spectacular editing and mixed it with a global slogan and voila!