Creative Execution

In order to leverage the infectious nature of the Mojito within the tight window timing for thirsty decision-making, we needed someone to order the first drink. Kicking things off for the Summer-fun season, 60 micro-influencers shared their own real and relateable #MojitoMoment on Instagram. Combining sales and location data, we identified the most influential bars and shared this #MojitoMoment content in targeted OOH panels within that critical 15-minute radius. Encouraged to share their own #MojitoMoments, the creative we used was generated by the very consumers it was designed to engage. By using influencer generated content - married with venue targeted outdoor - we not only established the #MojitoMoment as a first drink of the night ritual, we created the first ever dynamic media connection between social and OOH in the Australian marketplace! Who doesn't love a media first?!

We proved that the winning cocktail of context and content was the perfect mix to make the Bacardi Mojito the first-drink of the evening and Summers most contagious STD - socially transmitted drink. Target Mojitos to sell? 300k // Actual Mojitos sold: 1.5million!!!!! On-premise summer performance growth of 20% (YOY) Target Bacardi sales uplift? 1% // Actual Bacardi sales uplift: 14% Cheers!

To meet our growth goals of 300k mojitos sold, we didn’t need people to drink them all night – just choose it as their first drink of the evening, thereby compelling their friends to join them. We needed to short circuit the default order of “Aperol Spritz” as the kick-off drink, which meant we had only a short period of time to snap patrons attention Bacardi’s way. In order to position a Bacardi Mojito as the ultimate first-drink and nudge consumers into a planned, conscious choice before they hit the bar, we created the #MojtoMoment - a new Summer ritual making Bacardi Summers most contagious STD - socially transmitted drink.