Bacardi Cocktail Chocolate
Project Type
Product Design + E-Commerce Campaign
Agency
Publicis Groupe - Shanghai
My Role
Conceptualization, product and visual design
Summary
Bacardi is an avid advocate of the cocktail culture in China. For the brand’s e-commerce campaign, we introduced a limited edition modular chocolate set that stacked into bite-size Mojito or Cuba Libre.
Main Goal
Create an e-commerce campaign that increases Bacardi’s awareness in China.
The Problem
In China, most young adults party with Baiju (a clear alcoholic drink distilled from rice) since it’s often cheaper and ubiquitous. Cocktail is considered troublesome, involving lots of tools, ingredients and a depth of bartender knowledge. As we are launching close to the holiday season, the e-commerce campaign needs a unique gift offer to drive sales.
Case Study Video
The Solution
We created the most hassle-free bartending experience by combining two irresistible ingredients, alcohol and chocolate. The chocolates came in lime, cola, mint, white and gold rum flavours, so consumers can whip up Bacardi’s signature cocktails in seconds.
Social Posters
Results
Over 20M people where exposed to the chocolates during the Bacardi Super Brand Day campaign on JD* .
Over 600K people had shared on social media.
And finally, Bacardi saw a 700% growth on sales.
*one of China’s biggest e-com platforms
Awards
Tiger Roar Award 2019 - Integrated Marketing (Bronze)
By China Advertising Association of Commerce