We created an interactive installation in which each bottle was fitted with a different sensor: tactile, potentiometers, buttons, infrared, or gyroscopic. With each technology a different musical module was built: Piano, Launchpad, Knobs, Step Sequencer, Theremin and Scratcher. So anyone could make music in real time, by playing, spinning, moving or shaking the new bottles.

An online documentary series and a Facebook application covered the whole process live. We composed an original song that could be downloaded from the Internet. And a live DJ show showed the new bottles to consumers for the first time.

The integrated communication campaign built around The Bottle Music Machine caused quite a 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, Brugal became Spain’s top-selling rum in that period.

In a context with numerous limitations on advertising alcoholic beverages, Brugal Rum needed to present the new bottle design in a modern, original way that connected with consumers.

We decided to link Brugal to one of the things that most moves our consumers in today’s world: music. But we had to go one step further. We decided to use the new Ron Brugal bottles to create music and place them at the core of our communication.

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.