#DoWhatMovesYou is Bacardi’s biggest integrated campaign to date, launched in Summer 2018. The idea is to target 18-24 year olds and create brand loyalty through a campaign based around self expression. Billboards and digital ads were placed around cities and university campuses, and the TV spot ‘Dance Floor’ was released internationally:

‘Dance Floor’ has over a million views on YouTube, with many people commenting to express their love for the song used in the commercial. I am a big fan of this TV spot too; every time I saw it on TV or before a movie in the cinema I would be tapping my foot along to the Caribbean dance music. This alone shows how successful Bacardi have been with their theme of movement and dance – their ad uses such a catchy song that some viewers can’t help but move along to the music. I also admire how the whole ad is shot from the waist down; not only does this create an interesting and unique visual appearance, but also enforces the idea that anyone can dance no matter what they look like.

Following on from this, Bacardi also teamed up with dance duo Les Twins and DJ A-Trak created a real-time music video directed by fans. The video was created in New York City over 9 hours and fans could use Instagram to vote on things like locations, choreography and lighting. Using instagram in this innovative way is a fantastic way to engage the 18-24 year old target audience and creates brand awareness for Bacardi through fans of the artists featured in their videos.