Bacardi Breezer
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The document outlines the restructuring of Bacardi Breezer's global advertising strategy, highlighting its origins in 1862 and growth into a major player in the spirits industry. It discusses the centralization of marketing campaigns to maintain a consistent global brand image, as well as the adaptation of marketing strategies to cater to local markets while promoting themes of freedom and hedonism. Recommendations include enhancing online presence and shifting target demographics to encompass a broader audience.
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Bacardi Breezer
- 1. Summer in a bottle Restructuring of Bacardi Breezer’s global advertising strategy by Vassilena Valchanova
- 2. The Beginning In 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…
- 3. Today L argest privately held spirits company in the world V ariety of internationally-recognized spirits and wines , P ortfolio of + 200 brands and labels .
- 4. Portfolio BACARDI Rum DEWAR’S Blended Scotch Whisky BOMBAY SAPPHIRE Gin GREY GOOSE Vodka CAZADORES Tequila ERISTOFF Vodka MARTINI Vermouth MARTINI Sparkling Wines Mix drinks
- 5. Bacardi Breezer FRUIT FLAVOR + ALCOHOL - BACARDI RUM
- 6. Across the globe Also a vailable in USA and China P opular in Europe, Canada and Australia India : 1st entrant in the ready-to-drink category , market leader 1987 U S 1996 Europe
- 7. Degrees of adaptation Our global marketing function has centralized the production of major campaigns and marketing programs, thereby enabling us to present a global image of our core brands. - Bacardi Limited
- 8. Examples TV
- 10. Examples Internet: promotional microsites and national sites Israel Italy Canada
- 11. Examples Guerilla Supermarkets Party store VIPs
- 12. Examples Events Bacardi-B Live Free Spirit Tour , Italy
- 13. Degrees of adaptation Mission Verdict: GLOBAL Proposition Freedom, fun, glamour, sexiness, fashionability HRCD -distribution (Hotels, Restaurants, Cafes, Discos) Verdict: GLOBAL
- 14. Degrees of adaptation Concepts Stressing images of hedonism and freedom Drawing sharp contrasts with older generations Depending on universal lifestyle trends: clubbing, dancing, party-culture Verdict: GLOBAL / LOCAL Execution Verdict: LOCAL
- 15. Potential problems Image problems UK: chavs NL: Breezer slet Internet integration No information about Breezer on Bacardi web site Poor integration of local websites
- 16. Recommendations Image shifting and repositioning Older audience as advertising protagonists Male and female alike Internet activity strengthening Website integration Interactivity Types of advertising media Less TV More outdoor, events, web
- 17. Please, drink responsibly! Thank you! Any questions? by Vassilena Valchanova