- Bacardí goes all out this Halloween with two new spots and the return of a fan-favorite glow-in-the-dark bottle, based on information shared with Marketing Dive.
- The 30-second spots, “Blood Moon” and “The Zombie,” show consumers find out how to make two new Bacardí-featuring cocktails for the vacation. Directed by Emily Elizabeth Thompson, the commercials contain nods to classic horror movies reminiscent of “Poltergeist” and “The Shining.”
- In addition, Bacardí released a Spotify playlist to get consumers in the Halloween mood and plans to release a Snapchat lens which allows users to make their face appear to be they’re painted in makeup inspired by the cocktails.
With Halloween just a little greater than a month away, brands want to benefit from early hype. Bacardí is mixing up a number of early scares with two new TV spots inspired by classic horror movies. The spots accompany two new digital activations and a limited-edition bottle, with the campaign supported by content posted to the rum’s social channels. Both spots are set to debut in October.
“The Zombie” takes place in a graveyard, where zombie hands shoot up out of the bottom to combine a cocktail. The bottle of Bacardí utilized by the undead in the film is made out of a bottle of the rum delivered by bats. In “Blood Moon,” a cocktail is mixed by an invisible figure in a kitchen with a static TV. Both spots feature the glowing bottle.
To extend the campaign to other digital channels, Bacardí rolled out a “Terrifyingly Good Playlist” on Spotify and plans to bring a Halloween-inspired lens to Snapchat. The latter’s AR functionality has been a frequent technology utilized by marketers, while Spotify was recently utilized by DirecTV for a football-themed campaign.
Halloween spending is anticipated to succeed in a record $12.2 billion in 2023, up from $10.6 billion, as a record number of individuals (73%) plan to participate in Halloween-related activities, based on a National Retail Federation survey. Bacardí is seeking to benefit from the large spending period with a novel bottle, which might be used as a decoration, with the campaign underscoring how a vacation once reserved for kids has develop into increasingly popular with adults.
Despite being several weeks away, brands have already began rolling out Halloween campaigns. For example, NYX Professional Makeup turned Gen Z stars into monsters for its recently rolled out effort.
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