Brief
Background
Here’s something that you might find interesting...
The Bacardi company was founded by a man called Don Facundo Bacardi over 150
years ago in Santiago de Cuba, and is still run by the Bacardi family today.
What’s more, every drop of BACARDI rum started life in a white oak barrel and has
been lovingly crafted by our Maestros de Ron (Master Rum Blenders).The skills and
knowledge used by our blenders are passed down from generation to generation and
take over 10 years to learn fully.
Not many people know any of this. In fact, that’s part of the problem.
Lots of people wrongly believe that BACARDI is a low quality, industrial spirit that
has come out of a tap somewhere nearWigan (not that there’s anything wrong with
Wigan of course).
We’ve heard from some people that BACARDI is “a bit dated” and not “cool”; it’s
something their mum likes to drink with coke on a Friday night, but apart from that
it doesn’t mean much to them.
This is where you come in.We need your help to make 18-24 year old guys want to
drink BACARDI again.
The Creative Challenge
Two words. Re-appraisal andTrial.
We know that when people have heard just a few sound bites from our amazing
family and product story, their perceptions of BACARDI have changed.
We also know that when people have tried any of our rums, they have loved the
flavour that BACARDI brings to their favourite mixers and cocktails.
The trouble is, bars and shops are crowded places, so we only have a couple of
seconds to make a good first impression and make guys want to order us or pick us
up off the shelf. So we are looking for amazing, creative ideas that will help us stand
out and make us a relevant choice for 18-24 year old guys.
We want to see ideas that will make people proud to drink BACARDI and
recommend it to their friends.
The Brief
Give guys a reason to try us again.
Come up with ideas that will make 18-24 year old guys want to order us in the
mainstream bar environment.This could be anything from jazzy new glassware
to augmented reality drink coasters.You may even decide to invent an amazing new drink and a campaign to support it!Whatever you come up with, it should feel
masculine, authentic and support our quality credentials. It should also be relatively
simple – this might be replicated in mainstream bars across the world!
Target Audience
Our bulls-eye consumer is a typical 21 year old male drinker. He’s at an age when
his identity is being built, so “feeling and looking like a man” is important to him.
He gravitates towards brands that give him a sense of authenticity – they make a
statement about who he is and help him to assert his masculinity. Nowhere is this
truer than in the spirits category where he is one bar call away from making an idiot
of himself, and seeing his carefully nurtured reputation come crashing to the ground.
Creative Considerations
You will find the Alcohol Advertising Rules in the project pack, these must
be abided by.
Extra brownie points will be awarded to people who come up with ideas that
translate well across a number of channels. For example, your idea for the bar
environment might have a digital component and/or translate well into the store
environment.
Don’t be limited by images and styles that you associate with the BACARDI of
today. Maybe there’s something old you’ve seen online that you think would work
brilliantly to communicate our quality and authenticity.
Often the best ideas are the simplest.Who knew that the Cider industry would be
revolutionised simply by a new serve – a pint glass full of ice?!
Additional Information
You can find out loads about our company, our family and our rums online – so
be sure to do your homework.We’ve been around for so long, there’s bound to be
something we’ve done over the years that sparks your imagination.
Good luck.We can’t wait to see your ideas.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main deliverables
information in the Student Awards section of theYCN website.
Any additional supporting information referenced in the brief can be found
in the supporting project pack on theYCN website – www.ycn.org
Alcohol Advertising Rules
Appendix 1
Notes to 11.8: 1.The Notes included with 11.8.1and 11.8.2 are, in general, simply
those which clarify the scope of the rules. Additional interpretative guidance will
be produced by the Broadcast Committee of Advertising practice, subject to public
consultation and to Ofcom’s approval 2.The spirit as well as the letter of the rules
in this section apply whether or not a product is shown, referred to or seen being
consumed. (See also rule 1.2) 3.Where soft drinks are promoted as mixers, rules
11.8.1 & 2 apply in full
11.8.1 – Rules for all advertising
a)
11.8.1 – Rules for all advertising
a)
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1) Advertisements must not suggest that alcohol can contribute to an
individual’s popularity or confidence, or that refusal is a sign of weakness. Nor
may they suggest that alcohol can enhance personal qualities
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2) Advertisements must not suggest that the success of a social occasion
depends on the presence or consumption of alcohol.
b) Advertisements must not link alcohol with daring, toughness, aggression or anti- social behaviour.
c) Advertisements must not link alcohol with sexual activity or success or imply that alcohol can enhance attractiveness.
d) Advertisements must not suggest that regular solitary drinking is acceptable or that drinking can overcome problems.
e) Advertisements must not suggest that alcohol has therapeutic qualities nor offer it as a stimulant, sedative, mood-changer or to boost confidence.There must be no suggestion that physical or other performance may be improved by alcohol or that it might be indispensable.
f) Advertisements must not suggest that a drink is to be preferred because of its alcohol content nor place undue emphasis on alcoholic strength. (This does not apply to low alcohol drinks. See 11.8.3)
g)
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1) Advertisements must not show, imply or encourage immoderate drinking.
This applies both to the amount of drink and to the way drinking is portrayed
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2) References to, or suggestions of, buying repeat rounds of drinks are not
acceptable Note:This does not prevent, for example, someone buying a drink for each of a group of friends. It does, however, prevent any suggestion that other members of the group will buy any further rounds
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3) Alcoholic drinks must be handled and served responsibly Note: 11.8.1(g)(1)
and (2) do not apply to advertising for low alcohol drinks) h) Advertisements
must not link drinking with the use of potentially dangerous machinery, with
behaviour which would be dangerous after consuming alcohol (such as
swimming) or with driving
11.8.2 – Additional rules for alcohol advertisements
a) (1) Advertisements for alcoholic drinks must not be likely to appeal strongly to
people under 18, in particular by reflecting or being associated with youth culture
(2) Children must not be seen or heard, and no-one who is, or appears to be, under 25 years old may play a significant role in advertisements for alcoholic drinks. No-one may behave in an adolescent or juvenile way Notes: (1) See the exception in 11.8.2(a)(3) (2) In advertising for low alcohol drinks, anyone associated with drinking must be, and appear to be, at least 18 years old (3)There is an exception to 11.8.2(a)(2) for advertisements in which families are socialising responsibly. In these circumstances, children may be included but they, and anyone who is, or appears
to be, under 25 must only have an incidental role. Nevertheless, it must be explicitly clear that anyone who appears to be under the age of 18 is not drinking alcohol
b) Advertisements for alcoholic drinks must not show, imply or refer to daring, toughness, aggression or unruly, irresponsible or anti-social behaviour
c) Advertisements for alcoholic drinks must not appear to encourage irresponsible consumption
d) Advertisements for alcoholic drinks must not normally show alcohol being drunk in a working environment
e) Alcoholic drinks must not be advertised in a context of sexual activity or seduction but may include romance and flirtation subject to rule 11.8.2(a) (Youth appeal)
11.8.3 – Low alcohol drinks
Exceptions to 11.8.1 and 11.8.2 apply to advertisements for drinks containing 1.2% alcohol by volume or less so long as the low alcohol content is made clear. (The exceptions are not granted if the advertising might promote a product of higher alcoholic strength or might conflict with the spirit of the rules)The exceptions are: (a) 11.8.2(a)(2): Anyone associated with drinking must be, and appear to be, at least 18 years old (b)The advertisements need not comply with: • 11.8.1(f) • 11.8.1(g)(1) or (2
(2) Children must not be seen or heard, and no-one who is, or appears to be, under 25 years old may play a significant role in advertisements for alcoholic drinks. No-one may behave in an adolescent or juvenile way Notes: (1) See the exception in 11.8.2(a)(3) (2) In advertising for low alcohol drinks, anyone associated with drinking must be, and appear to be, at least 18 years old (3)There is an exception to 11.8.2(a)(2) for advertisements in which families are socialising responsibly. In these circumstances, children may be included but they, and anyone who is, or appears
to be, under 25 must only have an incidental role. Nevertheless, it must be explicitly clear that anyone who appears to be under the age of 18 is not drinking alcohol
b) Advertisements for alcoholic drinks must not show, imply or refer to daring, toughness, aggression or unruly, irresponsible or anti-social behaviour
c) Advertisements for alcoholic drinks must not appear to encourage irresponsible consumption
d) Advertisements for alcoholic drinks must not normally show alcohol being drunk in a working environment
e) Alcoholic drinks must not be advertised in a context of sexual activity or seduction but may include romance and flirtation subject to rule 11.8.2(a) (Youth appeal)
11.8.3 – Low alcohol drinks
Exceptions to 11.8.1 and 11.8.2 apply to advertisements for drinks containing 1.2% alcohol by volume or less so long as the low alcohol content is made clear. (The exceptions are not granted if the advertising might promote a product of higher alcoholic strength or might conflict with the spirit of the rules)The exceptions are: (a) 11.8.2(a)(2): Anyone associated with drinking must be, and appear to be, at least 18 years old (b)The advertisements need not comply with: • 11.8.1(f) • 11.8.1(g)(1) or (2
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