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A global activation with employees at grassroots level

A global activation with employees at grassroots level  For the second time, spirits company Bacardi created a magnificent, global marketing campaign that required extensive planning and thorough internal communications, writes Michael Bratt. Turning every employee into a brand ambassador was the central component of Bacardi’s Back to the Bar brand awareness campaign. Coinciding with the 157th anniversary of the brand’s founding, more than 7 000 Bacardi employees across 130 global cities visited over 1 000 bars during a 16-hour period. With the main aim of brand awareness, the self-named primos and primas handed out cocktails to and interacted…

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