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Bacardi Portfolio
Challenge:
Our partnership with Bacardi evolved from select projects to a comprehensive collaboration, utilizing our full capabilities: sampling, production, promotions, influencer marketing, cultural insights, event execution, and sponsorship activations. The challenge was to grow Bacardi’s market share in highly competitive sectors, specifically focusing on increasing sales and brand recognition within African American, LatinX, and AAPI communities.
Solution:
We applied a culturally relevant strategic approach across Bacardi’s portfolio, which includes Grey Goose, Grey Goose Essences, Bacardi Rum, D'USSÉ Cognac, Patrón Tequila, and more. Key to this success was staffing with experts attuned to the multicultural nuances necessary for market penetration. Our team’s intercultural experience—spanning off-premise sales, on-premise influence, and event production—provided a rare blend of skills that exceeded Bacardi’s goals in Chicago and nearby areas. Building bridges across multicultural segments unlocked new opportunities, including account expansions, placements, and increased market share.
Highlighted Work:
-Ongoing multicultural off-premise programming
-Key account on-premise activations
-Annual D'USSÉ Yacht Party
-Lunar New Year Celebration with the Chinatown Chamber
-Bacardi National Rum Day
-D'USSÉ in Wonderland Tea Party
-Bacardi Halloween at Boystown Parade
-Grey Goose Essences Launch Party
-Fête De D'USSÉ
-Sponsorship Activations
Results:
80M+ Impressions: Generated through our multi-channel campaigns
1M+ Engagements: With target demographics
1M+ Cocktails Served: Driving opportunities for sampling
100K+ Cases Sold: Attributed to our campaigns
Our partnership has driven significant growth for Bacardi, positioning Chicago as North America's top off-premise sales market for D'USSÉ Cognac in 2020 and 2021. Through culturally attuned strategies and robust execution, we have elevated Bacardi’s presence, engagement, and sales within vital multicultural markets.
