KOREY KAY & PARTNERS
BACARDI
BRANDVERTISING
17
POSITIONING #1
“PLEASURE”
Wing it.
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Wing it.
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Wing it.
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26
Truffaut’s pain suffuses his lesser films.
Can we talk about something else?
Wing it.
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36
Containsjust enoughcoconut not
to ruinyour buzz.
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38
Containsvitamin C,as if you
could givea crap.
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Wing it.
46
KOREY KAY & PARTNERS
BACARDIWING ITSILVER“DNA” :30
Page 1 of 2
WE TO PAN ACROSS HISSTAFF.
BOSS: Recently I cameacross some photographs inmy in-box ...
of one of my staffs’ bare buttocks ...
sitting on a photograph ofmy face.
Unfortunately for this personwe have been able ...
to retrieve from this phtograph of my face aDNA sample.
A BOSS IS TALKING TO HIS STAFF.
47
KOREY KAY & PARTNERS
A VERY GUILTY YOUNGLADY WINCES.
BACARDIWING ITSILVER“DNA” :30
Page 2 of 2
BOTTLE
SUPER.
You will all be askedto furnish a sample of yourDNA.
For those who refuse therewill be consequences.
CROWD YELLS:Gimme aSiver!
Wing it.
POSITIONING #2
“FREE SPIRIT”
59
60
Spread your wings.
71Spread your wings.bacardi.com
72Spread your wings.bacardi.com
73
Spread your wings.
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80
Spread your wings.
Freedomhas manymeaningsWhat’s yours?
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82
Spread your wings.
Freedomhas manymeaningsWhat’s yours?
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83
Spread your wings.
Freedomhas manymeaningsWhat’s yours?
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84bacardi.com Spread your wings.
Big day. Very big day. Today is the day I walk into her office and tell her exactly what I think of her.
She will fire me. Good. The severence can pay for the
plane ticket to Yokohama.
85Spread your wings.bacardi.com
I went to college for six yearsso I can sit outside some old dude’s
office and listen to him lie to his wife.He can have his office and big salary
and size 44 waist. I’ve got youth.You can’t buy that.
86Spread your wings.bacardi.com
My job sucks.My Job sucks.My job sucks...
93
Itbridgesthe spanbetween burgersand sex
quitenicely.
bacardi.com Spread your wings.
94
Lubricateyour mindand yourprivates
will follow.
bacardi.com Spread your wings.
148
Let’sleave the
springwater forthe deers.
Okay?
bacardi .com Spread your wings.
95
POSITIONING #3
“DISCOVERY”
101
Youhavebeenpathetic long enough.
Go for it.
102
It’s time you gave a crap.
Go for it.bacardi.com
106
Booty requires some effort.
Go for it.
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116
This shouldput the whole
vanilla isboring thing
to rest.
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Go for it.
145
The human body
requires8 hours sleep.
Ha, ha, ha!
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Spread your wings.
95
POSITIONING #4
“ALPHA GUYS”
128
Your feeling of superiority isn’t a complex. Goforit.
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131
Don’t shirk your duty as a trendsetter. Goforit.
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134
Rank has its privileges. Goforit.
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5
MAXIMIZE YOUR ICON
5
MASTER BRAND TEASERS
21
Wing it.
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20
Wing it.
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24
Wing it.
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13
Bacardi USA architecture today / current packaging
anchor product
line extensions
sub-brands
15
Bacardi USA architecture evolved / proposed packaging
premium core anchor flavors malt mixers
156
This proposal is the intellectual property of The Advertising Company, Inc. and cannot be used in whole or in part without its written permission.