Bacardi Rum needed to launch its new positioning “the untamable rum” on the Italian market during summer 2014. We needed to do it in an untamable way to preserve the spirit of the brand.

During this period the target was choosing its holiday destinations. We noticed that this decision is taken after checking many opinions and information like friends who have already been there, guides, travel review websites, social networks etc.

So we decided to create a brand new holiday destination on an island, and challenged Italian consumers to dare, be untamable and choose it for their precious holidays.

We picked an island in the Mediterranean Sea: San Domino in the archipelago of Tremiti islands, Italy. And we turned it into a new Cuba filling it with colors, rhythms, people and of course Bacardi Rum. This lasted three weeks from July 26th to August 15th, 2014.

And it worked:

• 35,000 Millennials spent at least 1 day of their 2014 holidays on the island.

• 40,000 Bacardi cocktails served in 3 weeks

• Over 100 articles and 3 million impressions

• Bacardi became the 2014 untamable rum for Italian consumers.

March 20 feasibility study on the possible location

April 20 first inspection, choice of location, deal with clubs and activities, mapping the island.

April 30 General Assembly to present the project to the entire population of the island May 30 First production plan.

June Government permits Law Enforcement Deal with Ferry companies Deal with Helicopter fly company Deal with radio media partner Talent and Big artist procurement Studio scenic and production materials and props Studio production and merchandising Studio and production equipment billboards.

July 26 August 16 3 big show, audience of 13,000 people, 35 medium LEVEL show 1 week of street art workshops, 1 week of T shirt screen printing workshop, 24 days of temporary beach bar, 25 night with Bacardi bar tender, 3 volleyball championships, 21 days of sea and scuba diving excursions.

17 August to 21 Dismantling

Agency Staff and Partners Involved: 63 people

35000 millennials spent part of their 2014 summer holidays on the island.

40000 Bacardi cocktails served in 3 weeks.

For young Italian consumers, Bacardi is “the Rum” again.