BACARDÍ was looking to create a year-round global campaign for the LGBTQ community inspired by a clip created for Instagram in the UK that felt like a more natural extension of the brand’s visual identity and the colours, textures, typography and floral patterns that comprise it.

Campaign development began with core brand assets, and with brand values like freedom, expression and connection tied so closely to the values of the LGBTQ community, BACARDĺ’s logo literally flies the pride flag. The acute accent over the “i” in BACARDĺ has been reimagined as the waving rainbow-colored 6-stripe flag while keeping the structure of the logo intact.

Below are selections from the campaign, including a colour palette, mood board of images that capture the vibrant and uplifting vibe, as well as a series of out of home assets that could easily be produced and adapted by local markets any time of year (not just around Pride events).

Various items were created to show how the campaign would be brought to life on-premise and as part of promotions and events, including: barware, tent cards, accessories and apparel.

RESULTS: The design of this toolkit helped BACARDĺ make strides in resonating with LGBTQ+ consumers. Soon after, the brand received the internal green light to launch multiple campaigns and events that would take this look and feel to new over-the-top heights, including a Camp BACARDÍ drag brunch series.