Bacardi Rum Do What Moves You Brand website

OVERVIEW

Bacardi Rum, the world's #1* rum brand, enlisted the help of Y+L Projects to assist with the Japanese launch of their new global campaign, "Do What Moves You". The campaign is built around the concept of encouraging uniqueness and inclusivity and celebrating those who follow their truth.

We were asked to launch Bacardi Rum's first brand website in Japan to bring this idea to the digital space.

Since before the pandemic, Bacardi Rum has been actively conducting offline events and digital initiatives. However, during the pandemic, the demand for complex cocktails, like the brand's much-loved Bacardi-based mojito, decreased as more people opted to drink at home.

Bacardi Japan wanted to promote rum-based cocktails that were simple enough to make at home, inspiring and empowering people to express themselves. The signature cocktail the brand wanted to promote was the rum highball, celebrating the rich highball culture in Japan.

This website production aimed to raise the attractiveness and grade of the Bacardi brand. To increase the appeal of rum highballs in Japan, where the culture of whiskey highballs is strong.

Utilizing global and original assets, we developed the strategy, graphics, and copy, emphasizing how to express the brand's message, “Do What Moves You”

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