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Bacardi Breezer
 

Bacardi Breezer

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An analysis of the global ad campaign for Bacardi Breezer - "Marketing across cultures" final project

An analysis of the global ad campaign for Bacardi Breezer - "Marketing across cultures" final project

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    Bacardi Breezer Bacardi Breezer Presentation Transcript

    • Summer in a bottle Restructuring of Bacardi Breezer’s global advertising strategy by Vassilena Valchanova
    • The Beginning
      • In 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…
    • Today
      • L argest privately held spirits company in the world
      • V ariety of internationally-recognized spirits and wines ,
      • P ortfolio of + 200 brands and labels .
    • Portfolio
        • BACARDI Rum
        • DEWAR’S Blended Scotch Whisky
        • BOMBAY SAPPHIRE Gin
        • GREY GOOSE Vodka
        • CAZADORES Tequila
        • ERISTOFF Vodka
        • MARTINI Vermouth
        • MARTINI Sparkling Wines
        • Mix drinks
    • Bacardi Breezer FRUIT FLAVOR + ALCOHOL - BACARDI RUM
    • Across the globe Also a vailable in USA and China P opular in Europe, Canada and Australia India : 1st entrant in the ready-to-drink category , market leader 1987 U S 1996 Europe
    • Degrees of adaptation
      • Our global marketing function has centralized the production of major campaigns and marketing programs, thereby enabling us to present a global image of our core brands.
      • - Bacardi Limited
    • Examples
      • TV
    • Examples
      • Print
    • Examples
      • Internet: promotional microsites and national sites
      Israel Italy Canada
    • Examples
      • Guerilla
        • Supermarkets
        • Party store
        • VIPs
    • Examples
      • Events
        • Bacardi-B Live
        • Free Spirit Tour , Italy
    • Degrees of adaptation
      • Mission
        • Verdict: GLOBAL
      • Proposition
        • Freedom, fun, glamour, sexiness, fashionability
        • HRCD -distribution (Hotels, Restaurants, Cafes, Discos)
        • Verdict: GLOBAL
    • Degrees of adaptation
      • Concepts
        • Stressing images of hedonism and freedom
        • Drawing sharp contrasts with older generations
        • Depending on universal lifestyle trends: clubbing, dancing, party-culture
        • Verdict: GLOBAL / LOCAL
      • Execution
        • Verdict: LOCAL
    • Potential problems
      • Image problems
        • UK: chavs
        • NL: Breezer slet
      • Internet integration
        • No information about Breezer on Bacardi web site
        • Poor integration of local websites
    • Recommendations
      • Image shifting and repositioning
        • Older audience as advertising protagonists
        • Male and female alike
      • Internet activity strengthening
        • Website integration
        • Interactivity
      • Types of advertising media
        • Less TV
        • More outdoor, events, web
    • Please, drink responsibly! Thank you! Any questions? by Vassilena Valchanova