This campaign is just the beginning of retelling of the Bacardi story: Manish Seth

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Manish Seth, Director, Marketing & Sales, Bacardi India

Manish Seth, Director, Marketing & Sales, Bacardi India

Bacardi’s global repositioning campaign “Bacardi Untameable since 1862” was launched in December 2013 and tries to put forth the sentiment that “True passion cannot be tamed”. It is the next leg of marketing for Bacardi, a brand steeped in heritage and passion. 90 per cent of the advertising spends were pumped into TV and Digital and a mere 10 per cent fell in Print’s bucket for this global campaign. In an interaction with the Director of Marketing & Sales at Bacardi India, Manish Seth, Ankur Gaurav of Pitch explored how Bacardi has planned its entire global campaign and how is it being received before it ends in March.

Untameable is an integrated campaign which includes all the mediums such as OOH, Internet, TV and Print. What has been the contribution of each of these mediums in the overall integrated campaign?
Our media plan was designed to deliver high impact and hence we invested strategically on digital as the lead medium for impact and TV for sustenance. In terms of overall percentage we invested nearly 40% on Digital, 50% on TV and rest on OOH and Print.

BACARDÍ’s Untameable campaign is a massive make-over of the global giant. What was the need for such a make-over of the brand?
BACARDÍ is a huge brand, but one that people don’t know much about. We felt there was an opportunity to reveal the soul; to communicate the story and the irrepressible spirit behind the brand.
With the ‘BACARDÍ Untameable Since 1862’ campaign, we are consciously moving away from our association with beaches and parties to assume a more emotionally relevant standpoint. We also have a new visual identity and a new logo inspired by the Cuban Art Deco style of the early 1900s. Our new logo is a creation inspired by BACARDÍ bat hand-drawn designs from the early 1900s.

Since this is a global campaign, do you feel a brand can woo heterogeneous consumers across the globe with the same message globally? A lot of brands change their strategy and message according to the local tastes.
‘BACARDÍ Untameable Since 1862’ is a global campaign and its objective is to encourage people to pursue their passions no matter what – much like the BACARDÍ family did. This brand essence fits in perfectly with the lives of today’s Millennial/Gen Y consumers everywhere, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. This is the situation everywhere around the globe.

We are linking the history of the brand with the current reality of our audience’s lives around the globe. BACARDÍ will also be uniting and marketing light and dark rums under one singular global trademark idea across the world.

Will the campaign be followed by new variants being added to BACARDÍ’s portfolio?
We are looking at communicating the credentials and authenticity of the product and the brand back to the consumers. Hence we shall be rewording our communication related to the product at point of sale and consumption. In terms of new product/ variant introduction you shall see them coming at the right time.

You have mentioned that BACARDÍ will be looking forward to making more personal associations with consumers; How will the brand make personalized communication possible with the consumers?
In the cluttered media space it is important to engage the consumer and hence we intend to build live entertainment and engagement platforms. On the 23rd of December 2013, media, celebrities, socialites, Bollywood superstars, partners, digital bloggers, opinion leaders and the who’s who of the city got together in Delhi/NCR for the Grand India Launch of the all new ‘BACARDÍ Untameable Since 1862’ campaign. The event left an audience of 1200 in awe.

We have always used the digital medium as it allows for direct and two-way communication with our audience on an on-going basis. The ‘BACARDÍ Untameable Since 1862’ campaign was launched with a first of its kind DIGITAL ROADBLOCK across India’s top 10 Internet sites and mobile TV networks (drawing nearly 25% of India’s internet traffic). As a result of this, we received 60 million impressions in a single day. The activity over-delivered by over 20% with a 100% SOV on targeted sites.

We are present on social media platforms like Facebook, Twitter and YouTube for ‘BACARDÍ Untameable Since 1862’ as well. We have received a phenomenal response on Facebook for our new campaign including 21,000+ likes, 1200+ shares and 500+ comments on the day of the launch of BACARDI Untameable Since 1862.

What has been the response to the campaign so far?
The campaign is not a short burst of a TV and media campaign. This is the beginning of the retelling of the Bacardi story and then taking it to the consumer. It is early days for the campaign and hence we shall only be evaluating the campaign in its entirety much later.

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