The pandemic has reshaped drinking habits in China, with declining interest in Cognac and Brandy, Instead Spirits like Rum, Gin, and Tequila, though with smaller market shares, are capturing increased attention. Consumers yearn for the pre-lockdown era, the desire for freedom and stronger communal connections has never been more pronounced.

With limited budget, Bacardi grapples with low awareness and minimal ad visibility in a fiercely competitive media landscape. Adding to the challenge, consumers find it difficult to understand Bacardi brand's value proposition and its association with the 'Easy Mix' concept, the rum mixology with soft drinks and lime. Therefore, this has affected the purchase intention.

We need a content-driven commerce to build the brand narrative through the ‘Easy Mix’ concept, sparking customer interest and driving conversion.

Music and rekindled connections ignited liberation, Go Live, Go liberation with Bacardi.

Immerse yourself in the ultimate live party experience with Tencent Music Entertainment Group's "Go Live, Go Liberation" cocktail moments. This collaboration aligns perfectly with Bacardi's "Do what moves you" brand proposition, utilizing content collaboration opportunities and scenario-based context marketing to enhance consumer awareness of the rum brand and trigger purchase intention.

We seamlessly integrated live broadcasting with on-site events, immersing consumers in a holistic brand experience that encapsulates the spirit of liberation. Collaborating closely with emerging musicians, we championed the "Cuba Liberation" cocktail style through our "Go LIVE, Go Liberation" theme, creating engaging digital content to elevate brand value and stimulate sales.

At the core of our strategy is a streamlined sales mechanism, where products take center stage, creating a full loop that connects product purchases to live broadcasting events, intertwining events and music with commerce, and fostering a dynamic relationship between consumer interest and product purchase.

In October 2022, we introduced the "Soundwave Bottle" and initiated sales promotions to entice live party attendees. Following that, we organized live parties, both online and offline, from November 2022 to May 2023.

Content Marketing

Experience the unique "Cuba Libre" cocktail drinking style, tailored to artist characteristics, inspiring fan interest and spreading awareness of Bacardi's drinking culture. Combine online live Wave Live Party broadcasts to reach and engage online consumers, enabling them to make purchases while enjoying the show.

Entertainment commerce

We created an exclusive interactive "Soundwave Bottle", Purchase Bacardi Sound Wave Limited Edition for a chance to win tickets to the Wave Live Party. Aside party, scan the Sound Wave bottle to access an exclusive playlist, featuring updated artist-curated playlists for each session, allowing fans to enjoy music while making purchases.

The innovative partnership strategy has successfully maximized marketing effectiveness.

1. Awareness

+11% increased in TOM Awareness (vs last year)

2. High purchase intention

91.8% expressed purchase intention amongst the target audience who exposed to the campaign

3. Improve Sales performance

+117% sales performance (vs Y2021)

Highest conversion rate ever through music platform to ecommerce, i.e 3.92%

The live party received high praise from the audience, with a rating of 8.79. The brand description was widely recognized as cool, and its role was seen as spreading happiness, delight, and a sense of freedom. Bacardi's brand successfully conveyed a vibrant and carefree spirit, with 100% audience recognition of this vibe.

CONFIDENTIAL INFORMATION FOR THE JURY. (150 WORDS) Text entered here will only be visible to the jury during the judging process.