BACARD Rum bags top honours for Marketing Excellence in India

This new identity takes BACARD back to its origins in Cuba, and captures the brands essence - an Irrepressible Spirit drawing from the spirit of the Bacard family

July 05, 2014 3:54 IST | India Infoline News Service
BACARD rum takes its name from the family of the founder Don Facundo Bacard Mass. The story of the family and the brand is more dramatic than any work of fiction. More than 152 years since the brands inception in Santiago de Cuba in 1862, the Bacard family's uncompromising passion has triumphed against challenges such as earthquakes, distillery fires, revolution and exile. Paying tribute to this remarkable journey, BACARD rum introduced its new positioning at the end of 2013 - BACARD Untameable Since 1862  a global identity shift for the brand. This new identity takes BACARD back to its origins in Cuba, and captures the brands essence - an Irrepressible Spirit drawing from the spirit of the Bacard family.

The BACARD Untameable Since 1862 campaign was launched in India on the 23rd of December through a one-of-a-kind launch event at Kingdom of Dreams Gurgaon, in which the familys story was told through a spectacular, immersive musical performance. This was followed the next day by an unprecedented digital roadblock across Indias top 10 Internet sites (drawing nearly 25 per cent of Indias internet traffic) and mobile TV networks. The campaign was spread across portals such as Times of India, Economic Times, ZigWheels, Gaana, IndiaTimes, Facebook, and YouTube among many others.

Over the years, Bacardi India has showcased marketing excellence across mediums through memorable and unforgettable properties such as BACARD Blast, BACARD NH7 Weekender, The Dewarists and ERISTOFF Invasion to name a few. Cutting-edge experiential and digital marketing have been a staple feature across these properties, and the brands efforts have received laurels and accolades across the industry. 

From 2013 leading up to the present, the BACARD rum brand marketing team in India has received numerous accolades for its unique and innovative digital campaigns and spectacular on-ground activations. The brand has won awards at Goafest, the WOW Awards, IDMA, the Ambrosia Awards, and the Spiritz Awards. Some of the honours include:

  1. Bronze Abby for BACARD  Buzzer at Goa Fest 2014
  2. Bronze Abby for BACARD  Walk The Line at Goa Fest 2013
  3. Gold IDMA 2013 for BACARD Walk The Line
  4. Mention in afaqs! 50 Best Digital Case Studies 2013 - BACARD  Walk The Line
  5. Silver WOW Awards 2014 - BACARD  NH7 Weekender
  6. * Entertainment Event of the Year 
  7. *Entertainment Property of the Year 
  8. *Brand Association with a LIVE platform 
  9. Silver for Best Advertising Campaign 2014 for BACARD Untameable Since 1862 launch from Spiritz
  10. Gold for Best Brand Promotion 2014 for BACARD Untameable Since 1862 launch from Ambrosia
Commenting on these top honours from the industry, Manish Seth, Director Sales & Marketing, Bacardi India, said, We are truly honoured and humbled to be appreciated for our marketing efforts. We believe that our consumers deserve not only the best products, but also the most engaging communication, and hence continually work towards creating unique and exciting properties and experiences for them. We harness technology advancements and social media to carry on a two-way conversation with our audiences. All the awards we have received actually reflect our commitment to our consumers, which is highly gratifying for us. 

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