Strategy // BACARDI Nation
Bacardi held the undisputed title of #1-selling spirit brand worldwide for years. But in 2005, Smirnoff Vodka gave them a wake-up call, overtaking them in global sales for the first time. Facing major changes in global commerce, as well as a rise in the importance of social media, Bacardi was looking to revitalize its brand. We were hired, along with several other agencies, to assess Bacardi’s current social media properties—and develop a digital marketing strategy that would reassert the company’s global sales dominance in the Spirit market by 2015. A tall order, but we accepted the Challenge.