The best duty-free global advertising marketing campaign, integrated branding communications strategy and airport travel retail design.
A focus was placed on engaging our brand team responsible for delivering the Bacardi 150 years store brand strategy in airports. Participation by Bacardi Global Corporate Communications in brand briefing established a process to showcase the latest assets for the travel retail spirits industry segment.
Brand managers from the Bacardi Global Travel Retail team regularly met with our design team to ensure awareness of assets, provide a heads up of upcoming activations, and to review heritage material and consistency of stories. The activation programme at Heathrow Terminal 5, London is one illustration of multiple applications of assets by our brand team to airports across the globe.
Background and history.
The family-owned Bacardi was founded in Santiago de Cuba, on February 4, 1862, and employs nearly 6,000 people and sells in more than 150 countries globally. The Company operates 27 production facilities, including bottling, distilling, and manufacturing facilities, located in 16 locations including Puerto Rico, Scotland, Italy, India, France, Spain, Germany, England and Mexico, among others.
The BACARDI rum Bat Device, one of the most recognizable logos in the world, has an important Bacardi connection. A colony of fruit bats hung from the rafters of Don Facundo’s first distillery. In Spain, near Don Facundo’s hometown of Sitges where he emigrated from in 1830, the bat had long been regarded – and remains today – as a symbol of health, good fortune and family unity, a belief also shared by the native people of Cuba, the Taínos.
Realizing the rum maker needed a distinguishing symbol to identify his products during a period when most people couldn’t read, his wife Doña Amalia suggested a rendering of a bat adorn every bottle. Shortly thereafter, his creation became known by the people as el Ron del Murciélago or “the Rum of the Bat.”
Today, the Bat Device still proudly graces every bottle of BACARDI Rum and is acknowledged as one of the most recognized brand trademarks in the spirits industry.
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