BackBar - Booze Culture Distilled

BACARDI DOING VIRAL, REALLY WELL

I'm probably a bit late on this, as it's been out since November now. But for those that haven't seen it here is Bacardi's True Originals No.1: The Samurai.

The short film was created by a British Ad agency Think Espionage. It's one of a series of short films aimed at and created for the world's top bartenders. Think of it as a subtle nod to the unique skills that bartenders at the top of their profession possess.

For me it's a very polished, well executed viral video, that's achieved what it was intended to. That being create a lot of "who done it?" buzz for the target demographic - bartenders.

If you compare this to Bacardi's usual mass appeal adverts, which are a far cry from real bartending, then this is a positive step in a healthy direction for the brand.

By keeping the video unbranded (apart from a couple of ultra subtle clues - the backbar, the neck of the bottle etc) and releasing the short films in installments, it keeps people intrigued. Interestingly the bartender is actually an actor, quite remarkable really when you consider how refined his movements are in the film. Something that can usually only be obtained through years of actual bartending life.

Don't know about you, but I'm eagerly anticipating the next installments....

Do you think from a bartending perspective this a step in the right direction for the Bacardi brand?

Written by P L on Friday, January 08 at 06:07 AM
Tags: Bacardi True Originals