Bacardí Primavera Sound

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  • Client: Bacardi – Bacardí Rum
  • Date: May and June 2016/2017/2018
  • Claim: Bacardí with Primavera Sound – Follow your rhythm


  • Music
  • Bacardi Live Stage
  • Music Festival
  • Photocall
  • Influencers
  • Primavera Sound
  • Bartenders

Brief / Objective

Bacardí is an official sponsor of Primavera Sound since 2016. With its Ron Bacardi, the brand seeks to link itself to the world of music, in one of the ten most important festivals in the world (200,000 people visit it in four days) and become a culturally relevant brand for its target.

Development / Planning

From Bacardí they want to reposition and connect the brand to a younger target through live music and festivals (young people from 18 to 34 years old, modern, cosmopolitan, educated, travelers, energetic and attentive to the latest trends). And what better to do it in one of the most important festivals in Spain and Europe; the Primavera Sound.

During the festival Ron Barcardí has it’s own avant-garde lineup that attracts people from all over the world willing to enjoy four days of the best national and international music.

In this way, Ron Bacardí connects with his audience through:

Ron Bacardí: The mojito, the Pappy Valiente, or the Cuba Libre… are some of the iconic drinks of the brand that along with new proposals in cocktail bar can be consumed in their bars during the four days of the festival.

Music: Ron Bacardi has his own stage «Bacardi Live Stage» with groups that combine island sounds with urban rhythms… reggae, dancehall, hip-hop and electronic music. All this in a unique atmosphere where Ron Bacardí invites everyone to enjoy.

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Since his presence at Primavera Sound, Ron Bacardí has repositioned his leadership in the rum category and has increased his sales. This has also allowed him to expand his target audience to a younger target linked to the latest musical and cultural trends.

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