Bacardi Global Brands announced their first product launch in 12 years, the new Spiced Rum BACARDI OAKHEART. Bacardi felt that rivals Captain Morgan had cornered the Young Adult Male market and needed a high impact campaign.
The brief told us Bacardi had created a new Rum to be enjoyed by young adult males. Bacardi Oakheart defined male friendships, was stylish and cool without alienating young adult males and that Bacardi Oakheart was to be enjoyed with Ice & Cola. We also looked at where young adult males watched the majority of their content – on digital platforms.
Boomerang created, produced and delivered content for Global markets including USA, UK & GER.
THE BACARDI OAKHEART ADVENTURES 48 x 3 Mins– Narrative based films where groups of real friends travelled the world to experience once in a lifetime adventures with a twist, or what we called ‘The Spice’. All content was exclusive to You Tube and all marketing support directed consumers to a You Tube channel with mastheads, sponsorship pre-rolls and 48 high-octane films were produced in total.
BACARDI OAKHEART PRODUCT FILM – 30 second commercial for Cinema & Digital distribution, this was the first time that Bacardi introduced a new Spiced Rum with the key demographic.
Over 3 million digital views.
European Cinema release.
91% of Captain Morgan drinkers would try Bacardi Oakheart.
Working with Boomerang was a pleasure. They understood our brand values, initiated a global content launch and are highly creative. Not only did they deliver above and beyond the brief, they’re also bloody nice blokes and incredibly easy to work with.
AL BERRY, GLOBAL MOVING IMAGE MANAGER, BACARDI GLOBAL BRANDS