Case study.

Re-inventing Bacardi through music.

  • Bacardi Prioritise
  • Bacardi Prioritise
  • Bacardi Music
The challenge

Engage the target audience in Bacardi’s heritage and make it relevant for today.

The solution

Bacardi has been at the heart of music for generations, hosting legendary parties for over 150 years. This rich musical heritage, including the fact that the rumba was created by Bacardi, is the foundation for much of today’s modern music – we just needed a way to connect the two.


Bring together modern British pioneering music acts to create unique new versions of the rumba and make them accessible to all via digital and live music assets.

The results

The campaign achieved significant direct consumer interaction with over 10,000 consumers downloading tracks, together with millions either seeing the campaign or hearing the music at Bacardi B-Live events during the festival season.