Bacardí — 2025
Remixology
Integrated Campaign
Business Challenge:
Ready-to-drink beverages compete heavily on flavour, convenience and seasonal promotions, making it increasingly difficult to build meaningful engagement beyond the point of purchase. While Bacardí has a long-standing association with music, the opportunity was to transform that cultural equity into an experience that encouraged participation, social sharing and ongoing brand interaction rather than passive sponsorship.
Strategic Insight:
People don't share drinks, they share the moments surrounding them. If every Bacardí purchase could become the starting point for a unique, personalised music experience, consumers themselves could become the creators, turning participation into the brand's most valuable media channel.
Creative System:
A participatory brand platform. We came up with Remixology, a partnership between Bacardí and Suno AI that transforms every Bacardí moment into an original soundtrack. By scanning a QR code on participating RTD and rum bottles, consumers answer a series of prompts about their mood, occasion and drink before generating a unique AI-produced track and custom artwork. Every experience is personal, shareable and intrinsically linked to the product.
Designing a self-sustaining content ecosystem. Rather than relying solely on traditional advertising, the platform was designed to generate its own momentum. Selected creators received early access through a seeding programme, demonstrating the experience across social media while educating consumers organically. Every published remix became shareable content, extending the campaign through user participation instead of paid media alone.
Connecting every touchpoint. Remixology was conceived as a complete consumer ecosystem rather than a standalone activation. Packaging, retail displays, creator partnerships, social content, paid media, digital experience and live events were all connected through a single customer journey, ensuring every interaction reinforced the same brand idea.
Building a distinctive visual language. The visual identity combined Bacardí's Caribbean heritage with contemporary music culture through a system of lush tropical foliage, vibrant hibiscus flowers and flowing white earbud cables. This recognisable design language scaled consistently across packaging, retail environments, digital interfaces, social content and experiential touchpoints, creating a cohesive identity for the platform wherever consumers encountered it.
This platform was designed to:
- Extend engagement beyond the point of purchase.
- Turn customers into creators through participatory experiences.
- Generate scalable user-generated content that amplified organic reach.
- Strengthen Bacardí's association with music through active participation rather than sponsorship alone.
- Connect retail, digital, social and live experiences through one unified brand platform.
- Create a repeatable campaign framework capable of evolving across future product launches, artists and cultural partnerships.
Why this matters:
Remixology demonstrates my approach to building brand systems rather than standalone campaigns. By combining strategy, technology, experience design and art direction into one connected platform, the project shows how creativity can become a commercial engine that encourages participation, strengthens brand equity and scales across every customer touchpoint.
- Year
- 2025
- Scope
- Integrated Campaign
- Client
- Bacardí
- Role
Creative Direction
Campaign Strategy
Art Direction
Business Challenge:
Ready-to-drink beverages compete heavily on flavour, convenience and seasonal promotions, making it increasingly difficult to build meaningful engagement beyond the point of purchase. While Bacardí has a long-standing association with music, the opportunity was to transform that cultural equity into an experience that encouraged participation, social sharing and ongoing brand interaction rather than passive sponsorship.
Strategic Insight:
People don't share drinks, they share the moments surrounding them. If every Bacardí purchase could become the starting point for a unique, personalised music experience, consumers themselves could become the creators, turning participation into the brand's most valuable media channel.
Creative System:
A participatory brand platform. We came up with Remixology, a partnership between Bacardí and Suno AI that transforms every Bacardí moment into an original soundtrack. By scanning a QR code on participating RTD and rum bottles, consumers answer a series of prompts about their mood, occasion and drink before generating a unique AI-produced track and custom artwork. Every experience is personal, shareable and intrinsically linked to the product.
Designing a self-sustaining content ecosystem. Rather than relying solely on traditional advertising, the platform was designed to generate its own momentum. Selected creators received early access through a seeding programme, demonstrating the experience across social media while educating consumers organically. Every published remix became shareable content, extending the campaign through user participation instead of paid media alone.
Connecting every touchpoint. Remixology was conceived as a complete consumer ecosystem rather than a standalone activation. Packaging, retail displays, creator partnerships, social content, paid media, digital experience and live events were all connected through a single customer journey, ensuring every interaction reinforced the same brand idea.
Building a distinctive visual language. The visual identity combined Bacardí's Caribbean heritage with contemporary music culture through a system of lush tropical foliage, vibrant hibiscus flowers and flowing white earbud cables. This recognisable design language scaled consistently across packaging, retail environments, digital interfaces, social content and experiential touchpoints, creating a cohesive identity for the platform wherever consumers encountered it.
This platform was designed to:
- Extend engagement beyond the point of purchase.
- Turn customers into creators through participatory experiences.
- Generate scalable user-generated content that amplified organic reach.
- Strengthen Bacardí's association with music through active participation rather than sponsorship alone.
- Connect retail, digital, social and live experiences through one unified brand platform.
- Create a repeatable campaign framework capable of evolving across future product launches, artists and cultural partnerships.
Why this matters:
Remixology demonstrates my approach to building brand systems rather than standalone campaigns. By combining strategy, technology, experience design and art direction into one connected platform, the project shows how creativity can become a commercial engine that encourages participation, strengthens brand equity and scales across every customer touchpoint.
