Bacardi has a global policy to promote responsible drinking. This was a core consideration for all of our brand communications and was also a broadcast and media imperative in most of our marketing territories as well as at the live event in Puerto Rico. We had to be extremely mindful that we were not creating content for one country with one set of rules but had to ensure we were able to distribute and share our creative globally and comply universally with any and all alcohol and drinking restrictions within our output.

This was an Earned Media exercise. Most of our reach came from earned media, press and though our audience sharing their personal experiences and content which falls outside of traditional control parameters. However we maintained a solid and cohesive responsible drinking message and instigated control measures at the live experience and through all of our communications to ensure any output coming out of the live event was in line with both legal and brand regulations at all times.

Talent was at the heart of our campaign and we worked closely with artists with massive networks to actively share, endorse and promote the experience to their personal fan-base. This quickly built huge momentum and mass appeal.

We supported our talent strategy with a strategic partnership program that saw highly relevant partners (Vice, MTV, Expedia, Time Out etc) seed content and competitions. Our shared audience profile kept us targeted as we quickly reached the most influential consumers with the right messaging. The nature of our campaign meant it fast became self-generating with content sharing and word-of-mouth perpetuating our reach.

As Bacardi’s most successful campaign to date. We reached over 6.7 Billion people (OTS) in over 24 territories delivering massive brand engagement and awareness, beating all targets and expectations.

Performance-metrics December 2014

• PR/Earned reach - 4.63 billion

o Global press office - 1,567,223,792

o USA 1,649,746,261

o Canada 250,999,825

o Mexico 1,935,750

o India 37,553,974

o China 93,458,417

o Australia 3,226,754

o Brazil 2,258,115

o Spain 2,991,151

o UK 714,574,934

o Russia 304,755,980

• Global partners - Delivered: 386.6 million

• Broadcast - Viacom (households) :195,000,000

• 3rd party - daily mail/timeout (usv's) : 191,600,000

• Paid traditional media (print, tv) : 584.2million

Exit survey (attendee qualitative survey)

• Rated as ‘Awesome’ 83%

• Shared whilst at event 93%

• Talk about event positive 90%

• Now recommend Bacardi 75%

Anecdotal Wins:

• PR coverage on message – 95%

• Favorable PR Coverage – 99.9%

• +27% sales YOY during promotional period (Australia)

• Triangle Awareness 35% (USA)

To illustrate the ongoing momentum of the campaign, MTV Networks continue to broadcast the show and Direct TV Latin-America are newly licensing the 30 and 60 minute TV-show for broadcast in 43 counties and these numbers are not included in any figures we have quoted.