BACARDI 4 LAUNCHES FOURSIES.
THE NEW COCKTAIL HOUR
Promoting Bacardi’s Premium 4 Year Old Rum, we created ‘FOURSIES’, the official 4pm Rum Cocktail Hour. We launched by building the Cuban-inspired bar ‘CASA BACARDI - The Home of Foursies’. Collaborating with premium mixologists to create a bespoke cocktail menu (including the flagship 4pm Rum cocktail - The Foursie), the bar became the centrepiece of the campaign. To drive social engagement, special build cocktail kits that unlocked at 4pm were delivered to select influencers, along with invitations to VIP experiences at CASA BACARDI
The FOURSIE [time locked] COCKTAIL KIT
To encourage online engagement influencers were sent a Bacardi 4 cocktail kit, so they can make the Foursies cocktail at home. But there was a catch, the influencer box was time locked and only opened at 4pm the new cocktail hour.
Online promotion
There was a 4 tier strategy applied in our online social comms. Pre-4pm reminders and 4pm announcements for Foursies cocktail hour. The other two directives were promoting The Foursie cocktail with recipe to make this at home and advertising The Foursie cocktail available at the Casa Bacardi bar.