Bacardi’s breezier new packaging
The rum cooler Bacardi Breezer is debuting new all-plastic packaging, and promoting it through print, online and a Virgin Festival sponsorship to meet the mid-20s female demo poolside.
Bacardi Breezer has shed some weight for the summer with new PET bottles that weigh about 30% less than its previous glass packaging. According to Bacardi the switch to PET bottles is environmentally friendly because it helps reduce carbon emissions through the decrease in shipping, freight and gas consumption. But a resealable bottle is also more convenient for summer activities, explains Alicia Liebregts, group brand manager for Low Proof Bacardi.
‘Consumers said, ‘what took you so long? Thank you for doing this’ because now you can reseal it, you don’t have to worry about breakage by your pool,’ Liebregts tells MiC. A media campaign, with buys handled by Toronto-based Denneboom and creative by Young & Rubicam, is running through August in order to drive consumer awareness of the switch, she explains.
‘We tried to focus on a 360-degree multimedia plan, so in terms of media we’ve purchased print nationally, as well as OOH advertising specifically focusing on transit shelter ads,’ she says. Bacardi is setting up a ‘Break-free Zone’ at Virgin music festivals across the country (including one in Nova Scotia this weekend), which offers festival-goers a getaway from the chaos with shade seating and samples of the new flavour Blackberry Lychee.
Print media includes buys in female magazines to reach their 25- to 29-year-old female target, including Hello!, LouLou and Glow. An online promotion running on websites like Sweetspot.ca is also promoting a contest for a luxury cottage weekend getaway for Labour Day weekend.