BACARDÍ rum has launched a new shopper engagement campaign in global travel retail with its first-ever personalised bottle service – perfect for gifting and as a self-purchase. Heinemann stores at Frankfurt Airport are the first to offer the service, before a global roll-out with other retailers.
Tapping into the huge global trend for personalisation as a key purchase motivator, #MYBACARDI puts the shopper centre-stage, instantly connecting them with BACARDÍ, as they choose to add a name and their own message to the label on the BACARDÍ Carta Blanca bottle.
Shoppers can choose any name, as well as a wide selection of gifting messages such as ‘Congratulations!’ and ‘Happy Birthday’ through to quirkier options including ‘Put on Your Dancing Shoes’ and ‘Best Served with Music’.
The promotional area is also brought to life with cocktail-making demonstrations and sampling.
“There’s a huge global trend for consumer personalisation of their favourite brands and this is a key strategy in how we recruit and engage the next generation of consumers right to the heart of the BACARDÍ brand,” says Julie Witherden, Marketing Director, Bacardi Global Travel Retail. “For us, this campaign is a perfect combination that allows shoppers to celebrate their BACARDÍ purchase in a unique way, seamlessly integrating with the significant purchase motivation in global travel retail for home cocktail-making. The breadth of range in the BACARDÍ portfolio caters for all rum cocktail and sipping occasions, but the shopper is always the star of the show and that’s our core message in this campaign.”