Bacardi is rolling out a personalised bottle service in global travel retail locations in its latest shopper engagement campaign.
The service was offered first in Heinemann’s stores at Frankfurt Airport, and features the tagline #MyBacardi.
The brand said the service tapped into the trend of personalisation as a key purchase motivator among Millennial consumers. Customers can choose to add a name and their own message to the label on the Bacardi Carta Blanca bottle.
The personalisation service launched at Heinemann’s stores at Frankfurt Airport (above), and gives travellers the chance to add their name and a message to the bottle label (below).
The personalisation will be activated as a central feature within a dedicated in-store Bacardi promotional area, the brand said. Bacardi’s rum portfolio will also be showcased with cocktail-making demonstrations and sampling.
The campaign reflects the brand’s desire to lead the premiumisation of the rum category, according to Bacardi Global Travel Retail Marketing Director Julie Witherden. She said: “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 Bacardi brand.
Bacardi’s rum portfolio is being showcased in a series of airport activations, with cocktail-making demonstrations and sampling.
“For us this campaign is a perfect combination that allows shoppers to celebrate their Bacardi 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 Bacardi 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.”
A close-up look at the machine which enables Bacardi bottle labels to be personalised.
