Internet Activities 11.2 Bacardi

Configuring the Marketing Communications Mix

Chapter Reference

Chapter 11: Configuring the Marketing Communications Mix

Overview

This activity is a demonstration advertisement for the making of a Bacardi Mojito. This creative was cleverly executed for a target audience using iPods and mp3 players.

Activity Description

Bacardi launched an integrated marketing campaign in 2006 advertising the Bacardi Mojito, a rum-based cocktail with mint, lime, sugar, Bacardi Rum, ice, and club soda. The campaign used television advertising, print advertising, online multi-media, sales promotions, and support media for message delivery. One of the marketing stimuli is a multi-media advertisement for the making of a Bacardi Mojito. This creative was cleverly executed for download to iPods and mp3 players.

Download and watch the ‘Mojito recipe’ advertisement from the website and consider the following:

•         What type of creative message execution is being used here?

•         What is the core meaning intended by the advertisement?

•         Who is the target audience?

•         Do you think it is an effective execution?

•         Does this differentiate Bacardi from competitive alcohol products?

Website

http://www.bacardimojito.com/

Bacardi was the first clear or "white" rum in the world. This website is for the Bacardi Mojito.