BACARDI MOJITO

Situation

Bacardi had ambitious designs on the Mojito. They wanted to introduce one of the world’s best-tasting cocktails to a new generation of customers—but it didn’t stop there. Their ultimate goal was to take ownership of the word “Mojito”—so whenever anyone ordered a Mojito, they automatically thought of Bacardi.

Bacardi hired Maverick Digital to leverage its digital properties and amplify the Bacardi Mojito brand—increasing its reach beyond the current website. Our objective: to use the US as a test market to determine the product’s potential, and then oversee the digital promotion to a global audience.

Solution

This was a multi-year campaign. In the first year, we created a direct URL for the drink at bacardimojito.com. And we oversaw a comprehensive ad campaign spanning broadcast TV, online advertising, and print—pushing the concept of the New Mojito.

In the second year, we helped bolster a Blockbuster deal with the movie Miami Vice to secure product placement at several key scenes—including one where Colin Farrell ordered a Bacardi Mojito. We also managed the online World Premiere of the Miami Vice trailer on BacardiLive.com—so when viewers went looking for the new trailer, they found Bacardi.

In the third year, Bacardi introduced its line of flavored mojitos. Our challenge was to assure that these new flavors didn’t cannibalize the original Bacardi Mojito. To this effect, we designed a digital presence that showcased the original Bacardi Mojito 70% of the time—while introducing flavored mojitos 30% of the time.

Under this strategy, developing markets could gain continued exposure to the original Bacardi Mojito—with opportunities to periodically introduce new flavors. This campaign was released globally in concert with the 2007-2008 “Muddle It” commercial by David & Goliath.

Results

Bacardi Mojito had the most successful campaign in the company’s history—second only to Bacardi and Cola. Bacardimojito.com is the first website in Bacardi history to outperform Bacardi.com.

• Over 500,000 unique user sessions in July 2007 alone
• Average of 1.2-2 million user sessions annually thereafter
• Served over 2.5 TB of data during World Premier Video
• Awards: 1st Place Best Site - 2007 Dynamic Beverage Awards