In a context with numerous limitations on advertising alcoholic beverages, Brugal Rum needed to present the new bottle design in a modern, original way. The objective was to get new and existing consumers familiar with the new bottle design and for this in itself to boost sales. It was decided to tackle the communication in an unconventional way by linking the brand to the electronic music scene.

We used the new Ron Brugal bottles for making electronic music.

We created “The Bottle Music Machine”, a complex musical instrument comprising more than 100 Brugal Rum bottles, with which any consumer could create and interpret electronic music live by interacting directly with the bottles. An online documentary series and a Facebook application provided live coverage of the whole creative process. We composed an original song that could be downloaded from the Internet. And finally a live DJ show showed the new bottles to consumers for the first time.

The idea was aimed at a modern target, connected to the world of trends, music and art. With a very low budget spent, the idea caused a considerable stir. More than 17,300 references to the project appeared in blogs and websites. The documentary series registered over 400,000 views. And, most importantly, consumers turned Brugal into Spain’s top-selling rum in that period.

Music and rum have always been linked, but this project goes one step further. By mixing technology and music, we could place the product in the centre of our communication in a completely different way.

The idea was proposed as a real challenge to a modern collective and a creative studio. The consumers were able to experience this challenge from the start, like a story with an uncertain ending final. Neither the creators, nor the consumers knew for certain if The Bottle Music Machine would be a reality. The story was told in real time, causing expectation among consumers about the final result.