BACARDÍ® today releases a series of three short films produced to celebrate the iconic brand’s 150th Anniversary.
The films will showcase historic moments in BACARDÍ history, using an innovative filmic technique.
The BACARDÍ rum history is a 150-year-long mix of passion, music, struggles, celebrations, mystery, and legendary journeys, and it was this spirit that inspired the decision to tell the brilliant heritage stories using a cocktail recipe construct. This construct was combined with a live freeze-frame technique to tell the stories in a unique, relevant and fun way.
The films, lasting approximately 60 seconds each, were produced by Johannes Leonardo in collaboration with Partizan, and AB/CD/CD. With precision and skillful production, the creative ensemble has been able to demonstrate how BACARDÍ has created possibilities by bringing people together for amazing parties for decades.
The first video tells the story of legendary parties hosted for Americans in Cuba during the U.S. prohibition era:
When prohibition hit the U.S. in 1919, BACARDI rum called with the invitation to “Come to Cuba and bathe in BACARDI rum.” Americans came in their droves to a country where parties were the national pastime. Celebrities, athletes, heads of state, everybody came to Cuba in search of outstanding BACARDI cocktails and legendary parties. These parties captured the brand’s very essence – they were open to all, inclusive and embracing of different classes and kinds. The combination of the music, the people and the BACARDI rum created a special energy which is still true to the BACARDI philosophy today.
Subjects covered in the remaining two films, include the birth of the Cuba Libre, a cocktail that embodies the spirit of freedom and celebration at the close of the Spanish American War and the mysterious story of how the BACARDI iconic bat logo evolved.
Frank Mertens, Global Content & Communications Director for BACARDI Rums, commented, “Most people have no clue about the richness of the history of BACARDI rum. The challenge we face is to tell our stories without giving a history lesson. For that reason, we chose a concept that brings to life our stories in a way that is true to our personality and captures the spirit of the legendary parties we’ve been hosting for decades. Just like it takes the right ingredients to make a great drink, it also takes the right ingredients to make a great party. BACARDI has been finding ways to accomplish both for generations.”
The films will be seeded at a local level through BACARDI rum digital channels, notably www.facebook.com/bacardi and local territory You Tube channels.
About BACARDI Rum – The World’s Most Awarded Rum
In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí Massó revolutionized the spirits industry when he created the world’s first smooth, light-bodied spirit – BACARDI Rum.
The unique taste of BACARDI Rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the Authentic BACARDI Mojito, the Original BACARDI Daiquirí, the Original BACARDI Cuba Libre, the BACARDI Piña Colada and the BACARDI Presidente. BACARDI Rum has won more than 400 awards for quality and product profile. Today, BACARDI Rum is made in Puerto Rico and Mexico where it is crafted to ensure the taste remains the same today as it did when it was first blended in 1862. www.bacardi.com