Market research
Bacardi has launched a new digital ad for its namesake rum brand, shot entirely by a cast in lockdown.
The 'Bacardi Roommates' spot features three real New York City roommates who answered a casting call to shoot a lockdown video. The actors - Alina, Kiara and Raisa - served as the camera operators, set and costume designers and lighting coordinators for the 45-second commercial.
The ad "authentically translate[s] to screen how people are maximising their time in quarantine", Bacardi said yesterday. "[It] inspires people to do what moves you - even when the world stops moving, you don't have to."
Bacardi said a band of professionals taught the three cast members how to operate cameras and shoot the video through a series of remote video calls. The final spot is a result of 30 hours of Zoom meetings, two days of filming and 15 boxes of props.
The coronavirus has forced beverage companies to shelve much of their marketing plans for this year and instead release activations aimed at consumers in lockdown. This week, Beavertown, the London brewer part-owned by Heineken, said it will live-stream scenes from an English farm in a campaign that aims to replace cancelled UK music festivals.
How drinks companies can capitalise on coronavirus cocooning - Click here for a just-drinks analysis
Sectors: Marketing – advertising & promotions, Spirits
Companies: Bacardi Ltd
