The rum category is growing rapidly and dividing into sub categories – white rum, golden rum, dark rum and flavoured rum. Bacardi wanted to understand the key buying behaviours for the category.
Our Sales Trigger™ Insight tool was used to uncover the dominant buying behaviours to inform long term strategic planning and retail activation in bricks & mortar and e-commerce retailers.
Brand Activation Sales Trigger™ Iterations
‘The Obvious Truth’ – 2 iterations – Sustainable Production and Sustainable Ingredients
Our Insight tool uncovered that Bacardi’s audiences would buy a rum brand with strong sustainable credentials.
Bacardi had a sustainable credentials story that they had not had – until this point – the permission to leverage.
Our Edge Playbook contained a comprehensive range of activation ideas to run with retail partners.
Bacardi’s sustainable story is now embedded across planning and marketing activation.