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Millennial, Gen-Z Opps: Bacardi kicks off summer campaign

Sales lead: Reach out for more information to see if you can provide ad space or agency assistance. 

• Bacardi is gearing up for summer with its "Do What Moves You" campaign.
• The brand partnered with Stadium Goods on a speakeasy pop-up event in New York where guests can try Bacardi drinks, listen to music, and purchase merchandise.
• Attendees will receive a customizable digital sneaker NFT. 
• Bacardi will also have a presence at several music festivals throughout the summer. 
• It teamed up with Snapchat on the "Do What Moves You" augmented reality lens. 
• The push will run from June until October.

Target demographic: Gen-Z (21+) and millennials

The company will likely:

• Continue investing in experiential marketing tactics
• Try additional partnerships
• Ramp up ad spend

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Bacardi spent approximately $1.5m on national TV ads YTD, a 52% decrease from $3.1m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $10.4m in 2021 to $4.2m in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, The Office, Basketball Wives, Cheaters, and Black Ink Crew. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Bacardi spent about $876.2k on digital display ads YTD, just 21% of the $4.1m spent in this channel during the same time period of 2022. 
• YTD data: 104.3m impressions via Instagram (46%), Facebook (35%), desktop display (11%), and YouTube (8%). 
• 2021-2022 spend: Full-year spend fell by 3% from $12.1m in 2021 to $11.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, draftkings.com, youtube.com, and nhl.com. 

Additional channel insights  

• Vivvix: Bacardi also utilizes OOH, print, and local broadcast. 
  • It holds media planning discussions in Q1, and it buys during Q2. 
• Top podcasts sponsored: The Bobby Jones Show, The Dan Le Batard Show with Stugotz, Steve Deace Show, Marketplace All-in-One, and The Steve Harvey Morning Show. 

Agency analysis:

• Opportunity: Contact Bacardi's DMs to see if you can pick up some of its business. 
• Current roster: 
  • OMD: media, digital, & social AOR
  • BBDO Worldwide: creative AOR
  • H&S Communications: PR
  • Team Enterprises: experiential