Bacardi x Defected


Agency: OMD UK

The perfect campaign is much like the perfect cocktail: balance, freshness and results that get you dancing. BACARDí Spiced is about good vibes, great taste, inspiring consumers to do what moves them. As a recently launched brand, we needed to make it famous with a new generation of rum drinkers and music lovers.

Traditionally activating around live music (uncertain given Covid) or music content (where’s the new news?!), we saw an opportunity to do something different. Working with streaming titans, Twitch, and legendary record label, Defected, we co-created a unique mixed-reality livestreamed series that really turned up the volume on BACARDí Spiced.