BACARDÍ rum has an incredible story to tell; over 150 years of surviving fire, earthquakes and exile. Today though, few knew this and the brand was in danger of becoming a ‘party’ drink with a faded heritage. BACARDÍ wanted to tell its story to a global audience of digitally-savvy 20-something men – but how to communicate this without boring them with a brand history lesson.
Bring BACARDÍ’s rich history alive through a medium young men recognise as a source of incredible tales; the graphic novel.
For the first time we brought together two legendary names in the world of graphic novels – writer Warren Ellis and artist Michael Allred – and created ‘The Spirit of BACARDÍ’.
A partnership with Vice created the first graphic novel that could be read across the web as their network of online influencers each posted a column each, which linked together to tell the whole story.
Available as a digital download and in a limited edition print run, the campaign launch globally in August 2014 to celebrate the anniversary month of the Cuba Libre cocktail.
50,000 downloads of the novel in first two weeks.
Six million+ twitter impressions within the first two days.
Earned media reach of over 600m globally (72% male) with Mashable, Wired, Fast Company, Digital Spy, Vice, Stuff, PORT, Design Week and many more covering the project.
Graphic novel used as a sales tool by on-trade teams in key markets.