Cannes Lions

BACARDI HOME PARTY PACK

SAPIENTNITRO, Miami / BACARDI / 2014

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Case Film
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Overview

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Credits

Overview

Description

With youth living either with their parents or tiny apartments in close proximity to others, home parties have never really had much exposure. We had to make the point of sale both inspirational & educational to our Chinese consumer.

Execution

We created a modular packaging system where packs could be stacked in multiple ways creating an apartment building similar to how our consumer lives. The packs were supported by a variety of header cards that could be installed in infinite variations.

Outcome

The campaign and packaging solution opened up new channels of revenue for Bacardi China & to date has led to an increase of 14% in off-trade consumption compared to the previous year.

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