Discover the World of BACARDI: With this slogan the new brand website for BACARDI Germany was created. The objective of the relaunch was to integrate the internet more closely within the complete brand-communication-strategy of BACARDI Rum. The “Caribbean Zest for Life”, which defines the BACARDI brand name, is reflected throughout the web site – in text, graphics and music. The already well-known brand-image is strengthened through several relevant features and tools. Interactive games bring the brand to life and intensify brand associations. The new website offers BACARDI Germany a timely online tool for strengthening customer loyalty, with opportunities for cross-linking promotions online, from which all partners such as retailers and caterers can also benefit.The website’s structure is based around six key areas: drinks, locations, products, events, ‘Ritmo’ and the company itself. Within these areas, users can find information and interactive elements based around the BACARDI brand: From a database of cocktail recipes, a party finder calendar, complete product information, or the latest TV commercial - the well thought-out and structured content invites users to take a look around and draws them into the ever-changing World of BACARDI.Targetgroup: consumers 18-39 years (focus: 18-24 years), 50% male/female