Bacardi Crawlers YCN Brief

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THE BRIEF

Give guys a reason to try Bacardi again. Make 18-24 year old guys want to order Bacardi in a bar environment. Bacardi is ‘a bit dated’ and ‘not cool’; it’s something their mum likes to drink with coke on a Friday night. When people have tried any of the Bacardi rums, they have loved the flavour that it brings to their favourite mixers and cocktails. At the bar, there are only a couple of seconds to make a good first impression and make guys want to order Bacardi. Feeling and looking like a man is important to the target consumer as is asserting his masculinity. Make them want to recommend it to their friends.

THE SOLUTION

I created a new range of Bacardi drinks based on perks available to players in the Zombies Mode of Call of Duty Black Ops and Black Ops II. I chose, what are perceived to be, the four most popular perk drinks in the game (Juggernog, Speed Cola, Double Tap Root Beer and Quick Revive) and turned them into Bacardi Crawlers. The name comes from a type of zombie in the game, known as a crawler because they crawl around on all fours (kind of like someone who has had too much to drink). If you want to find out more about Bacardi Cralwers you can read my full design report at the bottom of this page.