Blog 5: Bacardi Promotion

Just this week, Bacardi Global Travel Retailer announced it will run a special promotion during the 2011 Rugby World Cup. Beginning on 9th September, Bacardi will host a range of activations at airports in both Australia and New Zealand, based around the 42Below Vodka label. A limited-edition bottle will be launched, the 42 Belowland (a nickname for New Zealand), which features a wraparound photograph that can be personalised. Bacardi have labelled it as a '"perfect souvenir", in which visitors who buy at least 2 bottles of the vodka will receive a free cocktail shaker shaped as a rugby ball (below).

Print media displays and advertising will be used at the airports along with a mix-it bar at Auckland airport for the duration of the tournament, allowing travellers to sample the vodka range.

In attracting attention, I feel Bacardi will be able to successfully achieve its reach towards its audience. Bacardi is a well-known brand around the world, and the fact they will include a mix-it bar to sample drinks will provide the opportunity to strengthen its' competitiveness as the leading vodka manufacturer. Seen more as a top-of-the-range brand, this promotion should be able to reinstate its' number one position of quality vodka.