Bacardi Promo, Case study MOJITO SONGS: JUST LIKE FRESH MIXED by Advico Y&R Zurich

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MOJITO SONGS: JUST LIKE FRESH MIXED

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Industry Rum
Media Promo & PR, Case study
Market Switzerland
Agency Advico Y&R Zurich
Creative Director Dominik Oberwiler
Art Director Benny Goldstein
Copywriter Martin Stulz
Photographer Markus Weber
Typographer Sarah Paul, Lukas Wietlisbach
Released June 2010

Credits & Description

Category: Best Use of Audio
Advertiser: BACARDI
Product/Service: ALCOHOL
Agency: ADVICO Y&R
Date of First Appearance: Jun 6 2010
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Creative Director: Dominik Oberwiler (Advico Y&R)
Copywriter: Martin Stulz (Advico Y&R)
Art Director: Benny Goldstein (Exxtra Kommunikation)
Typographer: Sarah Paul (Exxtra Kommunikation)
Typographer: Lukas Wietlisbach (Advico Y&R)
Account Manager: Rémy Müller (Exxtra Kommunikation)
Account Manager: Dario Bernardi (Futurecom)
Flash Programming: Alberto D'Angelo (Futurecom)
Photographer: Markus Weber
Media placement: Radio - online, piratenradio.ch - 06.06.2010

Insights, Strategy & the Idea
The legal restrictions for advertising alcohol in Switzerland are immense. By playing with the medium the restrictions can be bypassed in a creative way.
BACARDI Mojito is the first ready-to-serve Mojito in Switzerland: it contains rum, mint and lime in the proper proportions. In short: BACARDI Mojito is like freshly mixed. And in order to reach our young target group, we did exactly the same with popular songs.

Creative Execution
In cooperation with a hip radio station we launched a show called “Mash-up”. The concept: two hits are put together in a surprising way. For example, “I’m a Believer” by the Monkees and “The Trooper” by Iron Maiden.

Results and Effectiveness
Two months after the start of the campaign, BACARDI Mojito already held 44% of the market share for ready-to-serve drinks, and 27% of 18-29 year-olds in Switzerland had bought the product at least once.