When it comes to marketing Bacardi believes in doing the 'unique' for the purpose of customer engagement; and this time its going straight to the homes of its target audience, a place where comfort and intimacy are already established. Genius we say, but can they pull it off?

Bacardi has showcased some novel experiential campaigns all over the world. Take for instance, its brand story creation in the United Kingdom for Grey Goose Vodka, which comes in a premium price category. To convince customers of the rare quality that should justify the luxury pricing of the drink, Bacardi decided to give them a feel of the intrinsic fine French ingredients that constitute the drink. Bacardi launched an artisan Boulangerie that served bread made from the same French wheat used to make Grey Goose vodka, jam of the different Grey Goose flavours and a cocktail bar that served French cocktails with a twist. A mobile Martini Bar disguised as a bread delivery van took the message across the country.

With the restructuring of the brand, and the invent of a new marketing team, end of 2015, saw the birth of the Bacardi House Party which started off as 30 second television spot that depicts a few friends who enjoy a house party and let nothing get in their way. The specialty of the ad was that it was minimally stylized and ad like, rather it focused to catch the real disheveled look that prevails a house party. The journey to target the millennial consumers and make them ‘feel’ part of the brand took off from there. Following, the ad came live for consumers with a House on a flatbed truck which travelled around the cities of USA, and drew the Gen Y into a partying frenzy complete with musicians.

In the Indian context, Bacardi has already made its mark with the youth by partnering with NH7 weekender a sought after music festival.

This year Bacardi it seems is going all the way to assert it’s presence, for it is planning to go right to the consumers in their own houses.

Starting soon, 100 house parties will be arranged by Bacardi over the following weeks till March, at the homes of its partners in crimes, the consumers. How to book your party? You have to download the jingle on the website and wait to be selected by the Bacardi team. If the stars are happy with you, BAM! a complete party with a cool kit of bar essentials, the Bacardi portfolio of drinks and a bartender will transform your home for the better part of an evening.

The first few parties will be set off in the homes of influencers to propagate the message.

While it sounds to be a very novel idea, the method to string together such uncontrolled variables and the success of the outcome remains to be seen.