This is a 2017 activation for Bacardi that will be rolling-out across Europe, where we proposed using the bat from the Bacardi logo as the theme for Bacardi Halloween events.
The bat and Halloween are a perfect fit and we designed activation ideas that are built around this theme for premium, medium and small venues.
Bacardi's main competitor is Captain Morgan, where they have both a character (the Captain) and an iconography of the world of pirates.
With Bacardi, we developed a rival theme that is centered around the bat, the brand's Cuban heritage and the darker, more magical side of Halloween night. The activation is due to be launched in October 2017.