In order to promote 'Bacardi Spiced Rum,' which was just launched in September 2020, Bacardi has debuted two new campaigns that will run simultaneously: a social media push titled 'Captains Choose Bacardi Spiced Rum' and a digital ad spot called 'Domino.'
The new social media campaign will enlist the help of several notable yacht captains and crew members pulled from well-known reality TV shows. This will include Captain Gleen Shepherd, Kate Chastain, Malia White, Colin Macy-O'Toole, and Bobby Giancola, all of whom will utilize their social media channels to encourage their fans to try the new spirit.
Meanwhile, 'Domino' presents a more traditional advertising effort; a 30-second ad spot that aims to visualize the way in which 'Bacardi Spiced Rum' can trigger a domino-like effect at a party, inspiring attendees to cut loose, one at a time.
Captain-Backed Rum Campaigns
Bacardi Premieres New Social Media Promotion and 'Domino' Ad Spot
Trend Themes
1. Social Media Influencer Marketing - Utilizing notable yacht captains could lead to further growth in the use of social media influencers for alcohol advertising campaigns.
2. Interactive Digital Advertising - The use of an interactive and visually appealing ad spot like 'Domino' can inspire innovation in digital advertising for spirits.
3. New Product Launch Campaigns - The simultaneous use of two campaigns showcasing a new product in unique ways could inspire innovation in how companies promote their own product launches.
Industry Implications
1. Alcohol - Innovative marketing campaigns like Bacardi's new social media and digital ad spot could lead to disruptive innovation in the alcohol industry, leading to more clever and thoughtful alcohol marketing.
2. Advertising - The use of interactive digital advertising like Bacardi's 'Domino' ad spot could create disruption in the advertising industry, with more and more ad spots becoming engaging and visually interesting.
3. Reality TV - The use of yacht captains from reality TV can inspire companies in the entertainment industry to utilize notable personalities in their own advertising campaigns, leading to new and creative uses of reality TV stars.