Project Management for Bacardi

INTRODUCTION

Bacardi, led by it's eponymous white rum has sales in more than 150 countries. Fundamental to their current marketing strategy is building a stronger association in the minds of consumers with the brand's Cuban heritage, Bacardi continue to strengthen its relationship with trade customers, and  in particular, bartenders.

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THE CHALLENGE

To lead a multidisciplinary team of strategists, creatives, designers, information architects and developers as Project Manager and Consultant, in order to deliver a community engagement platform for bartenders to interact with each another and with Bacardi.

 

IMPACT

Following an in-depth phase of research and strategy to identify audience user needs, the team conceptualised, designed and delivered www.trueoriginals.com:

  • True Originals is a community consisting of bartenders from different bars, cities and cultures. The community was initially populated with content from Bacardi including video, images and articles from the best bartenders around the world including tutorials, techniques, advice, demonstrations and inspiration. For launch 50 pieces of video content were created, 24 of these were mixologist films shot on location in London and Edinburgh. Following launch another 25 documentary style videos shot in New York, Mexico, New Orleans and London were produced

  • The engagement programme capitalises on bartenders' existing activity on Facebook, where they already spend a large amount of online time, and incorporates gamification including badges and levels to encourage ongoing participation, contribution and sharing

  • The community also incorporates the Bacardi Legacy Cocktail Competition, where each of the 20+ countries host online submissions to compete in a national cocktail competition with winners competing in the final global competition. Cocktail recipe submissions are reviewed, voted on and commented on by judges, previous winners and other community members

  • After 6 months following launch the community had over 12,000 registered users, with over 100 pieces of user generated content uploaded to the site and an average length of 11 minutes per visit