Bacardi has put a twist on the ol’ standard cocktail recipe video with a splash of ghastly frights.
The video, “Barcardi: The Zombie” is Bacardi’s way of sharing some fun cocktail recipes for Halloween, while at the same time promoting two of its brands—Bacardi Superior and Bacardi Black, both ingredients in the cocktail. The film is reminiscent of old school horror flicks and draws inspiration from classics like The Shining, The Ring, Saw and Psycho.
The film transports viewers into a first-person POV of someone inserting a mysterious videotape (aptly marked with the brand’s bat logo) into a 1950’s era TV. Horror-inspired props and camera techniques raise the tension as the character in the film suddenly appears in the living room. A “very delicious, very haunted” Halloween cocktail waits on the other side for viewers who dare to watch the full video, the brand says.
“The Zombie” is not designed as a big campaign, simply entertainment, says Bacardi’s Director of Creative Excellence Laila Mignoni.
“Halloween is the second biggest night out in U.S. after New Year’s Eve and we wanted to do something different just to have fun,” she says. “Launching the campaign in September is a way to keep pace with consumers beginning searches for drinks and food items to celebrate Halloween.”
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“Zombie,” created by BBDO NY, appears on YouTube and has received more than 1,300 views so far. The film is being promoted through programmatic ads, as well as socially with the hashtags #BacardiZombie and #DoWhatMovesYou. “Do What Moves You” was the brand’s music-and-dance-centric summer campaign, with video shot from the waist down. Sixty-second spots were set to a track by DJ group Major Lazer and show a group of dancers making their way through a Caribbean street carrying bottles of Bacardi.
To accompany the social activation, Bacardi plans to “surprise and delight” its fans and followers on social media with a special edition VHS (inspired by the VHS in the film). Starting in October, those who engage via comments with the Zombie Cocktail video could be selected to receive the special edition VHS with a 10-minute, 31-second extended version of the creative. When watching all the way through, viewers will be surprised with hidden messages and other fun.
“We want to sell rum, but also make that emotional connection, to always be relevant with our audience, to innovate and be creative and to embrace technology,” Mignoni says.