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.

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.