Build Belief Programme

Years of inconsistent advertising and marketing, combined with a lack of trade-focused communications, had led to negative perceptions and myths accumulating around the Bacardi Superior rum brand. Our task was to reverse these long held beliefs. To do so we worked with the Bacardi Marketing teams to develop a long-term "Build Belief" programme to completely redefine the brand's relationship with the trade.

In the past, this family-owned business had never communicated the historic significance of the Bacardi rum brand and its ground breaking production process had never been revealed.

For the launch of our Build Belief programme we created an event designed to welcome the trade to be part of the Bacardi family and then share with them the secrets behind Bacardi Superior rum's enduring appeal.

To stage the event we transformed an historic house into the spiritual Bacardi home in London. Against this atmospheric backdrop, the event - called "La Legacia de Don Facundo Bacardi Massó" - featured a series of activities to remind the trade of the brand's heritage, its historical significance and the continued family ownership that can be traced back to Cuba in 1862 and the legacy of one man - Don Facundo Bacardi Massó.

The event was an invitation-only evening for 100 people from the top end of the trade. We brought the liquid to life with a tasting through the unique production process with the Maestro de Ron (master distiller). We led a discussion of the brand's hugely influential role in the development of cocktail culture and its development of the world's most enduring cocktails. We also created a bar environment that was reminiscent of the great Cuban bars where guests could participate in learning more deeply about Bacardi legacy cocktails such as the Daiquiri, Mojito and Cuba Libre.

We subsequently travelled La Legacia de Don Facundo Bacardi Massó to key UK cities. The Build Belief activity has made a significant contribution to the high esteem in which the Bacardi Brand is now held by the influencers in the spirit business.