Whilst 50 Cent might love it with Coke, and Cardi-B named herself after it, regular folk in Australia just don’t know how to Bacardi.

In the time of the global cultural juggernaut known as the Aperol Spritz, the unofficial drink of Summer worldwide, Bacardi found itself in a space where people knew its name, but not what to do with it.

In days gone by, like the 90's, rum and coke was a great socially acceptable choice for a refreshing Summer beverage, but that was a long time ago, and whilst we know fashion operates in a cyclical manner - this 80's favourite was ripe for a comeback, but with a modern day makeover!

We had to reignite people's love of a forgotten summer favourite - Bacardi!

We positioned a Bacardi Mojito as the ultimate first-drink,nudging consumers into a planned, conscious choice before they hit the bar through the #MojtoMoment.

In order to leverage the infectious nature of the Mojito within the tight window timing for thirsty decision-making, we needed someone to order the first drink.

Kicking things off for the Summer-fun season, 60 micro-influencers shared their #MojitoMoments on Instagram.

Combining sales and location data, we identified the most influential bars and shared this #MojitoMoment content in targeted OOH panels within that critical 15-minute radius.

Encouraged to share their own #MojitoMoments, the creative we used was generated by the very consumers it was designed to engage.

By using influencer generated content with venue targeted outdoor - we established the #MojitoMoment as a first drink of the night ritual & we created the first ever dynamic media connection between social and OOH in the Australian marketplace!

In order to leverage the infectious nature of the Mojito within the tight window timing for thirsty decision-making, we needed someone to order the first drink.

Kicking things off for the Summer-fun season, 60 micro-influencers shared their own real and relatable #MojitoMoment on Instagram.

Combining sales and location data, we identified the most influential bars and shared this #MojitoMoment content in targeted OOH panels within that critical 15-minute radius.

Encouraged to share their own #MojitoMoments, the creative we used was generated by the very consumers it was designed to engage.

By using influencer generated content - married with venue targeted outdoor - we not only established the #MojitoMoment as a first drink of the night ritual, we created the first ever dynamic media connection between social and OOH in the Australian marketplace! Who doesn't love a media first?!