Bacardi

Make it Mixable

Get Together

Brand Activity

In an increasingly competitive marketplace, Bacardi wanted to differentiate the world's most mixable drink - and recruit a new generation of consumers to the Bacardi brand.

Enter Blast Radius, and the Bacardi Get Together Project.

To inspire this new generation, we paired up with a pair of culturally relevant social initiators, Jake and Amir of College Humor. These comedians were real people who embodied the values of the Bacardi brand, and we captured them in a series of videos which were entertaining, action-oriented and contagious. Promoting the videos on Facebook, the aim of Jake and Amir's Get Together Project was to inspire people to get off their devices and get together in real life (over a Mojito or Cuba Libre).

The Mission

With Facebook as the hub of the campaign, Bacardi fans could get together to watch and share Jake and Amir's adventures.

  • 12 videos to be posted
  • US launch November 2010, global launch April 2011
  • Doubled the Facebook fans in two months
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