Brand re-positioning

Bacardi Travel Retail wished to change perceptions of itself from a seller of liquors to a purveyor of premium brands, and it needed to bring to life this repositioning within the trade.

An obvious place to start was its stand at the travel retail sector's show of the year in Cannes, the TFWA World Exhibition. Its presence there had traditionally featured a substantial bar, but treating the stand as a place to enjoy a drink did not align with the business's new positioning. It needed to be somewhere to do business, a place of cool efficiency that oozed professionalism and Bacardi's pride in its premium brands.

We therefore created an entirely new trade show environment - designing the structure, furniture and fittings in London, overseeing the build in Germany and final installation in Cannes. It featured individual brand consultation rooms that capture the distinctive mood of each brand, for which visitors are required to make appointments for meetings. We also created service guidelines for staff on the stand.

The stand has now been used for several years and feedback suggests visitors see it as a major step change in how Bacardi Travel Retail is perceived by buyers and the trade.