Bacardi Launches House Party Experiential Marketing Campaign

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Rum brand Bacardi is on a mission to connect with millennials at the moment so it would seem, with the launch of a new experiential marketing campaign that will be kicking off this Halloween.

The Bacardi Untameable House Party will be taking place in Philadelphia on October 31st, with doors being flung open wide to welcome consumers in to experience musical performances, brand activations and other creative moments designed to get people talking – and having a great time.

This strategy will be supported by a 30-second TV spot called The Truck, which features a gang of friends letting absolutely nothing get in the way of having the best house party ever. It’s been shot on a handheld camera so TV viewers feel as though they’re part of the action and has been styled in much the same way as a film trailer.

Mauricio Vergara, global lead and chief marketing officer for North America for Bacardi rum, said: “This is the evolution of ‘BACARDÍ Untameable Since 1862.’ We want to fuel that modern-day hustle. Our heritage and history is very important to us, and we wanted to create something where consumers feel like we can be part of their story and they can be part of ours. That’s why the ad isn’t overly stylized or overtly ad-like.”

Want to find out more about experiential marketing and how it can be used to your advantage? Read our blog post on the subject here, with lots of top tips to help you take that first step in this new direction.

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