Bacardi True Originals
Mixing things up for Bacardi. How we developed their True Originals concept to create an online venue for bar professionals around the world.
THE CHALLENGEBacardi, the third largest spirits brand globally, challenged us to expand their True Originals concept into the ultimate online destination for bartenders. They wanted us to create real buzz in the industry and inspire a whole new generation of bar professionals.
THE SOLUTIONFor launch, we produced over 50 pieces of video content. 24 of these were bespoke mixologist films, shot on location in London and Edinburgh. Another 26 followed the prestigious Bacardi Legacy Cocktail Competition journey from the London final to the first Global winner in Barcelona. We also originated the graphic design and branding for presenting the videos on the True Originals site. Since then we have been building on the launch with another 25 documentary-style videos shot in New York, Mexico, New Orleans and London, with another 15 planned in London before the year's end.
THE RESULTSo far we have created 180 minutes of engaging content across 75 films that inspire connection and discussion in an influential online community. This helped to drive membership of the True Originals website to over 7,500 globally in only 5 months after launch and is further enhancing Bacardi’s positioning as a trusted destination for the key bartender audience, building loyalty and advocacy.
"Red Bee Media has helped Bacardi to break the mould and use online video and social media in innovative new ways. The Red Bee team has created high-quality work, while always being fast, responsive, cost-effective and a pleasure to work with" (Christian Woolfenden, Global Brand Director, Bacardi Global Brands)