Bacardi was launching their first spiced rum as a competitor to Captain Morgan. They needed to increase awareness and keep their brand top-of-mind while customers were deciding which drink to purchase. They also needed to build awareness with bar owners to increase distribution.
Bacardi used Taiv to increase on-premise sales by specifically targeting bars that carried the product. Their ad played on 200 screens, every commercial break at the point of purchase.
Bacardi also targeted high-value accounts that did not yet carry Bacardi Spiced in order to build awareness and help them sell-in to these accounts.
Over a 4-month campaign, we served 50M impressions which led to a 287% increase in sales, 28% decrease in competitor (Captain Morgan) sales, and a 433% increase in the share of the market.
60% of the venues who did not initially carry Bacardi Spiced and showed the ads started carrying the product by the end of the campaign.
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