Bacardi 150 Years USA
Duty Free Branding
The story of El Coco celebrates 150 years of Bacardi with a global brand campaign and airport duty-free activation programme at Heathrow T5.
A global integrated branding communications and marketing campaign celebrating the 150 year anniversary of Bacardi Rum making.
Using unique historical brand assets in the Bacardi archive, our creative team captured the energy and life in Cuba throughout the history of the brand.
Multiple airport store locations - Globally.
Celebrating a brand icon
From the get-go, our brand team delivers the Bacardi 150 years brand activation strategy in airports. A focus on engaging the participation of Bacardi Global Corporate Communications in brand briefings established a process for our creative team to showcase the latest assets for the travel retail spirits industry segment.
Brand managers regularly met with our design and duty-free innovation team to ensure awareness of assets. Provide a heads up of upcoming activations and review the design concepts and application of heritage material. To consider the consistency of the brand implementation and activation programme at Heathrow Terminal 5 in London. This is one illustration of multiple applications of our work to create and implement assets by our brand team to airports across the globe.
Historical information:
The BACARDI rum Bat Device is one of the most recognised logos in the world. Its origin has a special connection to the Bacardi brand. A colony of fruit bats hung from the rafters of Don Facundo’s first distillery. In Spain, near Don Facundo’s hometown of Sitges. The country he emigrated from in 1830.
The bat has long been regarded as a symbol of health, good fortune and family unity, a belief also shared by the native people of Cuba, the Tainos.
Realising the rum maker needed a distinguishing symbol to identify his products during a time when most people couldn’t read. His wife Doña Amalia suggested a rendering of a bat adorn every bottle. Shortly thereafter, this 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 recognised brand trademarks in the spirits industry.
The BACARDI rum Bat Device
One of the most recognizable logos in the world has an important connection to Bacardi. A colony of fruit bats hung from the rafters of Don Facundo's first distillery and remains today as a symbol of health, good fortune and family unity, a belief also shared by the native people of Cuba.
