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A rich, premium experience in an undifferentiated categoryAlways looking to craft new products in an otherwise cluttered category, Bacardi conceived, created and test marketed a hand-crafted, small batch rum called Rubi Rey. As part of the launch/test effort, Shift was engaged to develop a plan, design and execute digital presence for the brand. Once completed, the digital footprint included information on the unique production process (the rum itself is barrel finished and filtered), information on local events (the product was test marketed in a number of US cities) as well as traditional cocktails recipes. Our work extended to include rich media advertising and the development of a separate, standalone site for the brand's core campaign, 86Collective. |
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