The brand awareness of Bacardi in Japan is low, which is especially so among people in their 20s as its rates at only about 10%.To make a breakthrough in raising the brand awareness among people in 20s.

We focused on Halloween which has traditional party style.

Wearing a disguise is 1 of the traditions associated with Halloween. That is the fixed idea which we wanted to break to show the innovativeness of Bacardi. We have invented a new disguise by applying Augmented Reality and a face-tracking system.

The new 'disguise experience' wins the hearts and minds of more young people who are called digital natives. During 6 hours of the event more than 2,500 people attended the event which exceeded the capacity of the venue, more than 4,000 cocktails were consumed, and the new disguise was experienced more than 2,000 times.