Responsive - Bacardi - Existing Brands and Promotion.

I decided to look at some existing brands that could be relevant and the way they promote their products. I started with Jeremiah Weed and Southern Comfort because they serve their drinks in Mason Jars which is a similar way I want to go with Bacardi. I also looked further into Captain Morgans and Sailor Jerry .


____Southern Comfort

____Jeramiah Weed

Responsive - Bacardi Brief - XXX, Ball Mason, Mcbess

____XXX

Triple X's are a traditional mark often shown on distilled spirit's bottle denoting that they are triple distilled hence have higher alcohol.In Markets however you cannot have any bottled alcoholic substance containing more than standard set by Excise Laws. they would be about 42.6% of the content, not more.

____Ball Mason Jars

____Mcbess

I realised that Mcbess' work really picks up on some of the elements that I want to include within the brief. These are symbols that could make up the persona of a man which I had previously researched. Such as Rum bottles, XXX, Tattoos, Coffins, Knives, Etc. Etc. Inspiration Imagery...

Responsive - Bacardi Brief - Cuban Heritage

Cuban culture is world-renowned. Its colourful history is eloquently expressed in its fabulous architecture, its national traditions and local customs. The island boasts four UNESCO World Heritage Sites. Cuba’s international reputation for ballet, and for popular and classical music, goes from strength to strength. The restoration of its historic cities and the care of its beautiful countryside are acclaimed by conservationists all over the world. The exhibitions of its contemporary artists win international critical acclaim. Those who appreciate the Arts, colourful history, wonderful weather, good food and absolute exclusivity find Cuba hard to resist.

Havana used to be one of the world’s grandest cities, a fact eloquently attested to by the extraordinary variety and quality of its architecture. It is now one of the world’s most exclusive venues for very special events. Our clients, who usually wish to visit the island incognito, always require special arrangements to be made for their stay and for the parties they wish to host whilst they are here.

Flat Iron Building - Havanna, Cuba

Tropicano, Cuban Nightclub

Cuban Music

The music of Cuba, including the instruments and the dances, is influenced by European (Spanish), American (Jazz), and African music. Most forms of the present day are creolized fusions and mixtures of these sources. Almost nothing remains of the original Indian traditions. Since the 19th century its music has been hugely popular and influential throughout the world. It has been perhaps the most popular form of world music since the introduction of recording technology.

Responsive - Bacardi - Survey

I decided to put together a survey that would be sent out around my peers and university to directly hit my target audience and gain feedback that would be vital to judge the success of my ideas. I didn't want to over-face the target audience with too much information so carefully constructing questions that would help me out a lot with the direction of my project.


_____Questions

I wanted to see what was successful about other brands of rum such as Captain Morgan's and Sailor Jerry's which appealed more to the target age range. 

Therefore, I structured my questions to try and unpick what is successful and not as successful about certain brands and why Bacardi isn't quite hitting the bar. 

I figured from intial findings that Sailor Jerry and Captain Morgans were the most popular among students and this wasn't because of the price but mainly the look of the brand...

They focus heavily on Pirates and Sailors and traditional aspects within the brand where as Bacardi looks traditional but in a much more old-fashioned and less obvious way. 

I needed to link Bacardi up with historical events or facts about the business but also needed to keep a 'cool' vibe to it which is much adorned by the target audience and successful brands. 

In a sense, I needed to nick some of the ideologies and promotion conventions that are used in Sailor Jerry and Captain Morgan's brands but also steer far enough away from the whole 'Pirates & Sailors' theme, enough to give Bacardi its true, real identity. 

Responsive - Bacardi Brief - Primary Research

I thought it was important to sample a few existing rums and to also dissect what is successful and not as successful about them aesthetically (not taste). As a rum fan, I already had some sailor jerry left for a rainy day, which is my favourite spiced rum. I like everything about it from it's taste down to it's whole identity.

I didn't nesacerily want to steal the whole 'sailor' theme from this rum because it's not really what Bacardi is about. However, I wanted to take the element of 'LADS' enjoying rum together historically into the present day to help promote to my target audience.


____Sailor Jerry 

 I really like the focus on tattooing for the Sailor Jerry Brand. It gives the rum a much more stand out identity and this is what I think Bacardi is missing. I need to create something that males of my age today can associate themselves with, within the brand. I feel that by creating a much more 'hisotrically' looking selection of products for Bacardi, This will overall tap into my chosen market. 

Successful elements of the Sailor Jerry Bottle Packaging are ; 

- Stock of Labels are authentic.

- Tattoo Traditional Illustrations.

- Print on the inside of the label. 

- Corked Top. 

____Mount Gay Rum 

Mount Gay is a cheaper branded rum and to a certain extent you can see this through the packaging. I do however, think some elements are really succesful. I like the way that barbados come through clearly in the brand with the outline of the country and taglines. I also like how the glass has been moulded to create the logo that is also running through in the lid of the bottle. I think this adds a touch of quality to the product. I'm not really enjoying the foiled gold on the bottle packaging though. I feel this is less successful. 

- Link to Barbados Identity

- Embossed Glass

- Detail logo in Glass and Lid