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Summer in a Summer in a bottle bottle Restructuring of Restructuring of Bacardi Breezer’s Bacardi Breezer’s global advertising global advertising strategy strategy by Vassilena Valchanova

Bacardi Breezer

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An analysis of the global ad campaign for Bacardi Breezer - "Marketing across cultures" final project

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Page 1: Bacardi Breezer

Summer in a Summer in a bottlebottle

Restructuring of Restructuring of

Bacardi Breezer’sBacardi Breezer’s

global advertising global advertising strategystrategy

by Vassilena Valchanova

Page 2: Bacardi Breezer

The BeginningThe Beginning

In 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…

Page 3: Bacardi Breezer

TodayToday

• Largest privately held spirits company in the world

• Variety of internationally-recognized spirits and wines,

• Portfolio of +200 brands and labels.

Page 4: Bacardi Breezer

PortfolioPortfolio

– BACARDI Rum– DEWAR’S Blended

Scotch Whisky– BOMBAY SAPPHIRE Gin– GREY GOOSE Vodka– CAZADORES Tequila– ERISTOFF Vodka– MARTINI Vermouth– MARTINI Sparkling

Wines– Mix drinks

Page 5: Bacardi Breezer

Bacardi BreezerBacardi Breezer

FRUIT FLAVORFRUIT FLAVOR++ALCOHOLALCOHOL--BACARDI BACARDI RUMRUM

Page 6: Bacardi Breezer

Across the globeAcross the globe

Also aAlso available vailable in in USAUSA and and ChinaChina

PPopular in opular in Europe, Canada Europe, Canada and Australiaand Australia

IndiaIndia:: 1st1st entrant in the entrant in the ready-to-drink categoryready-to-drink category,, market leader market leader

19871987 UUSS

1996 Europe1996 Europe

Page 7: Bacardi Breezer

Degrees of adaptationDegrees 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

Page 9: Bacardi Breezer

ExamplesExamples

• Print

Page 10: Bacardi Breezer

ExamplesExamples

• Internet: promotional microsites and national sites

Israel

Italy

Canada

Page 11: Bacardi Breezer

Examples

• Guerilla– Supermarkets– Party store– VIPs

Page 12: Bacardi Breezer

ExamplesExamples

• Events– Bacardi-B Live– Free Spirit Tour, Italy

Page 13: Bacardi Breezer

Degrees of adaptationDegrees of adaptation

• Mission– Verdict: GLOBALGLOBAL

• Proposition– Freedom, fun, glamour, sexiness,

fashionability– HRCD-distribution (Hotels, Restaurants,

Cafes, Discos) – Verdict: GLOBALGLOBAL

Page 14: Bacardi Breezer

Degrees of adaptationDegrees 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: GLOBALGLOBAL//LOCALLOCAL

• Execution– Verdict: LOCALLOCAL

Page 15: Bacardi Breezer

Potential problemsPotential problems

• Image problems– UK: chavs– NL: Breezer slet

• Internet integration– No information about

Breezer on Bacardi website

– Poor integration of local websites

Page 16: Bacardi Breezer

RecommendationsRecommendations

• 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

Page 17: Bacardi Breezer

Please, drink Please, drink responsibly!responsibly!

Thank you! Any Thank you! Any questions?questions?

by Vassilena Valchanova