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

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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 Integrated Media
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: Poster - D- And F-CH - 06.06.2010
Media placement: Print - D- And F-CH - 06.06.2010
Media placement: Online -, 20 Min - 06.06.2010
Media placement: Radio-Spots - - 06.06.2010
Media placement: Radio-Sponsoring - - 06.06.2010

Insights, Strategy & the Idea
The legal restrictions for advertising alcohol in Switzerland are immense. Other than the pack shot nothing can be shown. By playing with the medium the restrictions can be bypassed in a creative way.
Bacardi Mojito is the first ready-to-serve Mojito cocktail in Switzerland: it contains rum, mint and lime in the proper proportions. In short: Bacardi Mojito tastes like it's been freshly mixed.

Creative Execution
The ads takes after the product: whether poster, print ad, internet or radio spot, the respective medium (or its editorial content) was freshly mixed.

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.