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SPICE UP GAMEDAY
Product Campaign
digital STRATEGY
Description:
Bacardi Spiced Game Day bridges offline activations with digital touchpoints through integrating loyalty programs, a dedicated campaign website, social media, and mobile engagement. This strategy extends reach, amplifies engagement, and gathers actionable consumer data, reinforcing both brand visibility and loyalty in the digital space.
Creative Direction:
The campaign is built around the “Game Day” idea, immediately linking the brand to sporting culture and the excitement of live matches. It taps into the social and celebratory nature of sports gatherings, where friends and fans come together to watch, cheer, and enjoy the event.
Execution:
Participants were encouraged to share their experiences on social media, with the possibility of their content being featured on Bacardi’s official channels. This approach not only amplified the campaign’s visibility but also fostered a sense of community among consumers.
#BacardiSpicedChallenge
Brand Promotion
brand engagement
Description:
The Bacardi Rugby Jersey Giveaway in South Africa brought the thrill of rugby straight to fans, blending the game-day excitement with Bacardi’s bold brand energy. Teaming up with e-commerce platforms, Bacardi gave consumers the chance to score one of three exclusive, limited-edition rugby jerseys.
Creative Direction:
The campaign brought the spirit of rugby to life, using bold visual storytelling to fuse Bacardi’s brand identity with game-day excitement. Every element — from product packaging and promotional graphics to the limited-edition rugby jerseys — acted as a design play, creating a cohesive, action-packed narrative. The visuals captured the speed, passion, and camaraderie of the sport, making every interaction — online, in-store, or at activations — instantly recognizable, exciting, and aspirational.
Execution:
Lifestyle and sports influencers joined the conversation, creating short-form videos and match-day cocktail content that linked Bacardi Spiced with South Africa’s rugby culture — making the brand feel authentic, bold, and part of the action. Interactive stories and digital countdowns leading up to match days kept audiences engaged, turning routine content into moments of anticipation and participation.
Brand Promotion
brand engagement
Description:
The Bacardi Rugby Jersey Giveaway in South Africa brought the thrill of rugby straight to fans, blending the game-day excitement with Bacardi’s bold brand energy. Teaming up with e-commerce platforms, Bacardi gave consumers the chance to score one of three exclusive, limited-edition rugby jerseys.
Creative Direction:
The campaign brought the spirit of rugby to life, using bold visual storytelling to fuse Bacardi’s brand identity with game-day excitement. Every element — from product packaging and promotional graphics to the limited-edition rugby jerseys — acted as a design play, creating a cohesive, action-packed narrative. The visuals captured the speed, passion, and camaraderie of the sport, making every interaction — online, in-store, or at activations — instantly recognizable, exciting, and aspirational.
Execution:
Lifestyle and sports influencers joined the conversation, creating short-form videos and match-day cocktail content that linked Bacardi Spiced with South Africa’s rugby culture — making the brand feel authentic, bold, and part of the action. Interactive stories and digital countdowns leading up to match days kept audiences engaged, turning routine content into moments of anticipation and participation.
HOLIDAY CLUB
Event Awareness
brand experiential
Description:
The Bacardi Holiday Club is South Africa’s premier all-inclusive music festival. In 2025, the “Oasis” theme met a vibrant Habibi vibe, shifting attendees into a sun-soaked, rhythmic escape full of music, colour, and Bacardi energy.
Creative Direction:
The Oasis theme came alive by infusing Bacardi’s visual identity with vibrant, immersive design elements, giving attendees a taste of the festival’s curated vibe. Influencers amplified the experience, sharing their own interpretations of the theme across social media, creating buzz and bringing the lush, energetic Oasis world to life for fans even before they arrived. Every touchpoint — from décor to activations — reflected the look and feel of the Oasis, aligning the experience with the event’s bold, sensory storytelling.
Execution:
To build hype ahead of the festival, pre-parties kicked off at News Café, featuring South Africa’s hottest DJs and a taste of the Bacardi Holiday Club experience. Guests could win tickets to the main event by enjoying a Bacardi cocktail, while social media posts amplified excitement, creating buzz and boosting awareness for the upcoming festival.
HOLIDAY CLUB
Event Awareness
brand experiential
Description:
The Bacardi Holiday Club is South Africa’s premier all-inclusive music festival. In 2025, the “Oasis” theme met a vibrant Habibi vibe, shifting attendees into a sun-soaked, rhythmic escape full of music, colour, and Bacardi energy.
Creative Direction:
The Oasis theme came alive by infusing Bacardi’s visual identity with vibrant, immersive design elements, giving attendees a taste of the festival’s curated vibe. Influencers amplified the experience, sharing their own interpretations of the theme across social media, creating buzz and bringing the lush, energetic Oasis world to life for fans even before they arrived. Every touchpoint — from décor to activations — reflected the look and feel of the Oasis, aligning the experience with the event’s bold, sensory storytelling.
Execution:
To build hype ahead of the festival, pre-parties kicked off at News Café, featuring South Africa’s hottest DJs and a taste of the Bacardi Holiday Club experience. Guests could win tickets to the main event by enjoying a Bacardi cocktail, while social media posts amplified excitement, creating buzz and boosting awareness for the upcoming festival.
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