We repositioned Bacardi in China as a party drink for clubbers instead of limiting it to its association with cocktails. Through the "We Are the Night" campaign, we collected authentic party stories across 50 outlets in Shanghai, Beijing, Chengdu, Chongqing, Guangzhou, Hangzhou, Nanjing, and Shenzhen, and broadcasted them on a digital video platform we created called “Bacardi We Are the Night TV”. This resulted inendless video content online on party and youth culture all over China.
15% increase in Bacardi bottle sales
8% increase in new outlet conversions
Over 1500 videos, 150,000 shares, and over 800,00 views