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Bacardi Breezer


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

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Bacardi Breezer

  1. 1. Summer in a bottle Restructuring of Bacardi Breezer’s global advertising strategy by Vassilena Valchanova
  2. 2. The Beginning <ul><li>In 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba… </li></ul>
  3. 3. Today <ul><li>L argest privately held spirits company in the world </li></ul><ul><li>V ariety of internationally-recognized spirits and wines , </li></ul><ul><li>P ortfolio of + 200 brands and labels . </li></ul>
  4. 4. Portfolio <ul><ul><li>BACARDI Rum </li></ul></ul><ul><ul><li>DEWAR’S Blended Scotch Whisky </li></ul></ul><ul><ul><li>BOMBAY SAPPHIRE Gin </li></ul></ul><ul><ul><li>GREY GOOSE Vodka </li></ul></ul><ul><ul><li>CAZADORES Tequila </li></ul></ul><ul><ul><li>ERISTOFF Vodka </li></ul></ul><ul><ul><li>MARTINI Vermouth </li></ul></ul><ul><ul><li>MARTINI Sparkling Wines </li></ul></ul><ul><ul><li>Mix drinks </li></ul></ul>
  5. 5. Bacardi Breezer FRUIT FLAVOR + ALCOHOL - BACARDI RUM
  6. 6. 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
  7. 7. Degrees of adaptation <ul><li>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. </li></ul><ul><li>- Bacardi Limited </li></ul>
  8. 8. Examples <ul><li>TV </li></ul>
  9. 9. Examples <ul><li>Print </li></ul>
  10. 10. Examples <ul><li>Internet: promotional microsites and national sites </li></ul>Israel Italy Canada
  11. 11. Examples <ul><li>Guerilla </li></ul><ul><ul><li>Supermarkets </li></ul></ul><ul><ul><li>Party store </li></ul></ul><ul><ul><li>VIPs </li></ul></ul>
  12. 12. Examples <ul><li>Events </li></ul><ul><ul><li>Bacardi-B Live </li></ul></ul><ul><ul><li>Free Spirit Tour , Italy </li></ul></ul>
  13. 13. Degrees of adaptation <ul><li>Mission </li></ul><ul><ul><li>Verdict: GLOBAL </li></ul></ul><ul><li>Proposition </li></ul><ul><ul><li>Freedom, fun, glamour, sexiness, fashionability </li></ul></ul><ul><ul><li>HRCD -distribution (Hotels, Restaurants, Cafes, Discos) </li></ul></ul><ul><ul><li>Verdict: GLOBAL </li></ul></ul>
  14. 14. Degrees of adaptation <ul><li>Concepts </li></ul><ul><ul><li>Stressing images of hedonism and freedom </li></ul></ul><ul><ul><li>Drawing sharp contrasts with older generations </li></ul></ul><ul><ul><li>Depending on universal lifestyle trends: clubbing, dancing, party-culture </li></ul></ul><ul><ul><li>Verdict: GLOBAL / LOCAL </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Verdict: LOCAL </li></ul></ul>
  15. 15. Potential problems <ul><li>Image problems </li></ul><ul><ul><li>UK: chavs </li></ul></ul><ul><ul><li>NL: Breezer slet </li></ul></ul><ul><li>Internet integration </li></ul><ul><ul><li>No information about Breezer on Bacardi web site </li></ul></ul><ul><ul><li>Poor integration of local websites </li></ul></ul>
  16. 16. Recommendations <ul><li>Image shifting and repositioning </li></ul><ul><ul><li>Older audience as advertising protagonists </li></ul></ul><ul><ul><li>Male and female alike </li></ul></ul><ul><li>Internet activity strengthening </li></ul><ul><ul><li>Website integration </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><li>Types of advertising media </li></ul><ul><ul><li>Less TV </li></ul></ul><ul><ul><li>More outdoor, events, web </li></ul></ul>
  17. 17. Please, drink responsibly! Thank you! Any questions? by Vassilena Valchanova