Bacardi Brief - Top 5 best selling rums

According to http://www.top5ofanything.com/

Top 5 facts sources: Various, Global Market Review of International Rum - Forecasts to 2012 (Just-Drinks, Jan 2009, Pages: 96)

1. Rum is undoubtedly substantial in terms of volume and breadth of markets, but has tended to lag behind other categories, such as Scotch, in terms of its international and premium development. For a long time Bacardi was the only true international brand.
2. The worlds sleading rum brand Bacardi, a family-controlled spirits company, saw volumes decline for the fourth year in a row. Bacardi Limited is the largest privately held spirits company in the world.
3. Havana Club (owned by Pernod Ricard a French company based in Paris) isn't for sale in the U.S. market for political reasons but it is available in over 120 countries with Spain, France, Greece, Chile and Russia being leading markets.
4. Dark and gold rum dominates the sector, accounting for a 61.2% market share worth approximately $6.2 billion in 2007. However, demand for flavoured rum beverages, popularized by well known brands such as the Bacardi Breezer range, continues to grow.
5. India holds the top slot as the biggest rum market in the world, accounting for an estimated 362 million litres in 2009 however this was mostly locally made brands.

http://www.top5ofanything.com/index.php?h=a515a8c9

On my Design Context I am going to start braking down the branding and identity of other Bacardi competitors. 

Designing for web - Scamps + Development

I sketched out some web browser frames so that I am not wasting time by drawing out each frame every time I want to make a website scamp. I wanted to find a layout I thought would be appropriate to my theme but also had a contemporary feel.

I like this idea of a homepage full of images. Instantly the user will see some hard hitting but true scenes.

This would require some java script.

Vertical navigation, basically a fancy blogger layout.

Here I was jotting ideas down about why my website would use certain colour and fonts, for example I thought the grey background and red went well as a theme of blood gold and sand. I made the buttons a gold tone to represent gold bars.

Bacardi proposal - Small Crit

We proposed our idea to the chosen group. I proposed my Brazil themed idea and the group responded well.

Two people assessed my work after I had introduced my idea to the group and then the two people left mw some feedback. The following gradings were:

Clarity of concept
Breadth of Ideas
Appropriateness of Response
Contextual Awareness
Analysis/ Understanding of Audience
Level of innovation/ Originality
Quality/ clarity of Presentation

The gradings were out of 5, 5 being excellent.


Clarity of concept - 5
Breadth of Ideas - 4
Appropriateness of Response - 4
Contextual Awareness - 4
Analysis/ Understanding of Audience - 3
Level of innovation/ Originality - 5
Quality/ clarity of Presentation - 3

Second feedback:


Clarity of concept - 5
Breadth of Ideas - 5
Appropriateness of Response - 4
Contextual Awareness -5
Analysis/ Understanding of Audience -5
Level of innovation/ Originality -5
Quality/ clarity of Presentation -4

You can see the feedback sheets:

General comments and areas for improvements:
The group said I should stick to the theme "Brazil" rather then the specific area of Brazilians football. They said I should go back to Bacardi's roots, vintage theme works well.

They said I had a good body of research so far and a good set of developed ideas.

Also I should look into main competitors across supermarket contexts. Other spirits. Think about how the theme could be applied, where?

Think about some slogans for the campaign,

Although its obvious the older logos are better - find out what people think about the logo so you have proof that people think they are better.

Think about shape of glasses and other bar related items.

Very good idea, so many possible avenues to go down. Important to explore all of the possibilities. A range of advert contexts/ subjects would be good.

My action plan:

• Look at established brands similar to Bacardi that are successul. 
• Highlight 150 years of production, give the bat some identity.
• More visual presence?
• How can Bacardi + Brazil relate in the bar context? 
• Primary research justifying the need of a Brazil themed Bacardi rum

I am very happy with the results of the proposition and I know that my idea is strong. Here is my re-written proposal which has been polished using the handout we received: 

10 steps to writing persuasive project proposals.

New Proposal:

Overall aim is to make males ages 18-24 feel comfortable with buying Bacardi rum. Specific aims are to increase the sales of Bacardi by tapping into this demographic. I am proposing a Brazilian themed Bacardi brand of rum.

Objectives are to brand Bacardi rum that will make men 18-24 feel masculine and have a sense of authenticity - making the brand make a statement about who he is and what is important to him.

The justification for the proposal for the Brazilian theme is that obvious Bacardi currently is not making a statement to the 18-24 year old male, this being identified by Bacardi. The male of this age is looking for some kind of identity from a brand which they can relate to, I believe this is the identity I have proposed for example, the world cup, Brazilian carnival, history of the brand in Brazil and the Olympics 2016. I will back this statement up with research soon but as I am the exact audience (21 year old male) I feel confident I am right.

Demographic 18-24 male target:

Student - Generally not married, not a homeowner, typically rent property, full-time/part-time education, social, generally go out a lot, generally consume alcohol, possibility they are interested in football, good possibility they enjoy travelling and other cultures, legal to drink in the UK.

Full-time worker - Possibility they are married, possibility they are a homeowner, typically rent property, social,  generally consume alcohol at the weekends, possibility they are interested in football, possibility they enjoy travelling and other cultures, legal to drink in the UK.

Part-time worker - married, single/in a relationship, generally seen as an out-going age, legally drink alcohol in the UK, possible home owner, possible rent property, possibility they enjoy travelling and other cultures.

They will all engage with a brand that makes them look cultured and outgoing/ social. They will engage with a brand that has a strong identity for example Sailor Jerry's, Jack Denials and Captain Morgans. The demographic will be located all over the country and will be in all aspects of industry.

My motivations are producing something males my age will find conceptually interesting and aesthetically pleasing. They will be proud to purchase a bottle/ drink of Bacardi rum and they will think themselves social adept because of it. 

I relish the idea of branding Bacardi which puts their interesting history in the public eye because honestly it is quite interesting but I was not aware of the history until I started doing my own research for this brief, which is a shame. 

I would love to see my Bacardi brand rolled across various media streams to the point where people recognise not just the brand but the identity of the family company. 

I can picture my 3D Bacardi logo and re-brand on the pitch of the opening game of the 2014 football world cup, backed up with digital media and print based resources.

You heard it here first.

Design sheets so far:

I think this was a good idea; UV ink printed somehow onto the bottle. The ink would show up in bars and clubs which would give the design different contextual properties. The ink might not be the main design, just some kind of pattern underlying the main branding and design maybe? 

Experimentation.

Bat head for a cork. Opening the bottle by pulling the bats head out.

Bat skin style vinyl. Something that feels like bat skin would be interesting. The vien on the a bats wings are also I want to explore further.

The illustration on the left is my idea for a bottle which would cast a bats shadow.

This is the mask idea. Using the logo on the face of a carnival dancer. 

Football incorporation. I think this would look quite tacky if I am honest. My feedback also said try and stick to Brazil rather then an specific area (world cup)

Different compositions I could use on bottles. I was trying to get a feel of what it might look like.

Bacardi Brief - Brazil Facts

"The Rio Carnaval in Rio de Janeiro is one of the most famous attractions in Brazil. It attracts thousands of tourists yearly, but it is also a tradition for Brazilians who often spend the year prior to the Carnaval preparing for it."

"Brazil has one of the New 7 Wonders of the World, the Christ Redeemer statue, located in Rio De Janeiro." - Bacardi, the eighth wonder of the world?

"Brazil has won the world cup five times."

"São Paulo is the capital of Brazil and the largest city in South America."

"Portuguese is Brazil's official language"

"The Brazil economy is the 7th largest in the world. That puts it above countries like Canada, and Italy. Not only is it one of the largest economies in the world, it is also one of the fastest growing."

"Brasilia is the capital of Brazil today" 

"Largest country in south America"

Bacardi Brief - Ideas

I have decided my starting point and theme is Brazil and the Brazilian carnival. 

My reasoning for this is because Bacardi moved their distillery from Cuba to Brazil in 1961 and began their production again. This was the rebirth of Bacardi.

Another reason I choose the topic Brazil is  because the next world cup is in Brazil. There are possibilities for other media streams also. Football is popular with the 18-24 demographic and men in general. 

I also had the idea of incorporating the bat logo into the carnival floats and decorations. I can see the Bacardi logo being worn as a mask or costume. 

I will be using the female form as the product selling point to enhance the brands visual image to the target audience and to create sex appeal without disregarding the female audience completely. 

"All were considered equal during carnival. here, in the town square, a special form of free and familiar contact reigned among people who were usually divided by the barriers of caste, property, profession, and age"

"'carnival laughter is the laughter of all the people'"

 Mikhail Bakhtin 1968

Designing for web - Final Crit

I designed my boards with minimum annotation. I remember from the print crit that too much text is not good because people simply don't read it. It's off putting if there is too much text. I basically wanted to show my web mock ups off. I didn't have a working copy of the website so I thought this was more appropriate. 

My feedback was good. The only suggestions I had was that the website was text heavy but I am going to add images to the pages they said were heavy with text.

Uploading and managing a website

 When you want to upload a website you have to purchase a domain name and web hosting, for example you purchase 500mb of space for your website to be uploaded on a server somewhere in the world.

123reg - domain name purchase + web hosting

one.com - domain name purchase + web hosting

If you have a web name which is different to the hosting you have to get the url mapped over which can take up to 24hrs.

Remember when purchasing web hosting think about the location of the hosting, if it is abroad it might be inconvenient to contact them due to time zones.

uploading your site to the web

This button will upload everything:

Content management systems:

CushyCMS - website that allows the client to mange their content.

This allows the user to manage their own website. They can edit areas of the website which you set to editable area.

Bacardi Brief - Fred

When selecting and responding to briefs you will need to consider the following:

How do you balance what you want to do, design or produce with what the brief requires?

I think the Bacardi brief is really quite open and the fact that I am the target audience makes my thoughts and ideas more relevant. 

The way the brief is worded makes me think they are open for totally new ideas, the focus being that it needs to appeal to men aged 18-24. This can be from " jazzy new glass ware to augmented reality drink coasters"

The "bulls-eye consumer is a typical 21 years old male drinker."

Do the briefs offer enough breadth and scope for the development of a range of responses while at the same time allowing you to focus your practice?

I am interested currently in branding and identity so this brief hits the nail on the head. Their are few restrictions and encouragement for new ideas and creativity. They haven't specified much because I interpret the brief that they want to be surprised by the outcomes.

The brief also specify different media streams and promotional ideas. So their is a lot of solutions and outcomes I could come up with.

What are the realistic timescales for completing the brief? Are you working to these?

Thursday the 14th of March and the studio and module deadlines are:

February 14th 2013 - interim Presentation and Feedback + 18 / 04 / 2012 - 2pm

I think this gives me plenty of time to start thinking and begin the brief. 

Have you clearly identified what the problem is before you start?

The problem is that 18-24 year old men are not buying Bacardi for varying reasons. Being in the demographic I have a few ideas why but I can't precisely say this applies to other men in this age range.

Where is the challenge in the brief and what will you get out of doing it?

The challenge will be trying to invent a different creative way of enticing 18-24 year old men to drink Bacardi because of the connotations Bacardi has. Creating a new identity men will feel comfortable with to the point they might consider purchasing Bacardi.

I think I will get some decent work in the area I am interested in that will help me focus my portfolio to an area of Graphic Design I want to work in.

What do you need to present and how wil you present it?

College requirements

You will need to meet any mandatory requirements specified on individual briefs.

In addition to the submission requirements for the briefs you will need to evidence the research, development and production of your resolutions.

Your work should be documented through regular labelled posts to your Design Practice and Design Context Blog. 

Deliverables will be outlined on the competition briefs.

For submission and assessment you will need to present a summary of the development and resolution of each brief on A2 presentation boards (submitted via pdf on your Design Practice Blog.)

YCN requirements

ENTRY DETAILS

• The deadline for submitting work is 6pm on Thursday 14th March 2013.
• There is no entry fee to submit work.
• You can download and respond to as many briefs as you wish. You may also submit more than one response per brief.
• All submissions must be in the English language.
• You may submit work as an individual or as a team. Teams can consist of as many people as you wish.
• Submissions are welcomed from overseas.
• Logos and other information listed in individual briefs, can be found online in project packs that accompany each brief.
• All entries must be submitted via the YCN digital uploader.
• Your zipped entry file must be a maximum of 50MB, if your file is bigger please email hello@ycn.org and we will organise for you to transfer your files to us.

SENDING SUPPORTING PHYSICAL ELEMENTS AND ITEM LABELS

You are welcome to post or hand deliver to YCN elements to support your digital submission. Item labels to attach to them can be found here. Our address is YCN Student Awards, 72 Rivington Street, London, EC2A 3AY.

IMAGES AND OTHER MATERIALS THAT ARE UNDER COPYRIGHT

If you have used images or other materials as part of your submission that may be under copyright, please make clear where you have acquired them when completing your digital submission.

FURTHER USE OF WORK

It may be that the organisation to whose brief you respond wishes to discuss with you the further development and use of your work. Organisations and agencies involved in the awards recognise the importance of including originators in further development or implementation of work. An Award Pool of up to £3000 runs alongisde each brief to enable payments to any originators whose work may be required for broader use. YCN will help organise the transfer of IP and assignment of rights in work where required and unless otherwise stated no monies other than those from the Award Pool will be paid. YCN will encourage full communication between parties and assist in discussion at all stages.

KEY DATES

• Submission deadline: 6pm, Thursday 14th March, 2013
• Judging: April and May 2013
• Commendations published: June 2013
• Student Awards Ceremony: September 2013
• New YCN Student Annual: October 2013

The brief:

Alcohol advertising rules: