When Bacardi thinks about experiential marketing, it looks to its key influencers; Bartenders! Makes sense since this brand is going to best activate through brand advocates.
They get their brand advocates energized with the Bacardi Legacy – Cocktail Competitions. This puts the spotlight directly on those that work to craft a legacy cocktail. How great to be immortalized along with the great bartenders that created classics such as the mojito or hurricane.
By giving first, Bacardi thinks about the bartender and how Bacardi can make their lives better.