In cooperation with a hip radio station we launched a show called “Mash-up”. The concept: two hits are put together in a surprising way. For example, “I’m a Believer” by the Monkees and “The Trooper” by Iron Maiden.

Two months after the start of the campaign, Bacardi Mojito already held 44% of the market share for ready-to-serve drinks, and 27% of 18-29 year-olds in Switzerland had bought the product at least once.