Bacardi
Product range design
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Bacardi observed how their current emphasis on flavour and ingredient in their product advertisement needed to be revised. In order to reach a new target of males aged 18 - 24 years, they outlined a creative theme of flirtation.
This solution appeals to the target audience’s playful and outgoing attributes as it encourages the young men to flirt with their feminine side. The bottles are modelled on feminine curves, while the more masculine design of the labels contrast with the shape. This idea is echoed by the new flavours on show. While the cocktail has feminine connotations, the new range offers the more masculine alternative to tradition cocktails.
To aid the promotion of this campaign, card dresses have been designed to relate to the new flavour and heighten the humorous appeal of the new range.
