*Bacardi brandvertising presentation abridged_allen_kay

KOREY KAY & PARTNERS

BACARDI

BRANDVERTISING

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POSITIONING #1

“PLEASURE”

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Wing it.

Wing it.

bacardi.com

Wing it.

bacardi.com

Wing it.

bacardi.com

26

Truffaut’s pain suffuses his lesser films.

Can we talk about something else?

Wing it.

bacardi.com

36

Containsjust enoughcoconut not

to ruinyour buzz.

Wing it.bacardi .com

38

Containsvitamin C,as if you

could givea crap.

bacardi .com

Wing it.

46

KOREY KAY & PARTNERS

BACARDIWING ITSILVER“DNA” :30

Page 1 of 2

WE TO PAN ACROSS HISSTAFF.

BOSS: Recently I cameacross some photographs inmy in-box ...

of one of my staffs’ bare buttocks ...

sitting on a photograph ofmy face.

Unfortunately for this personwe have been able ...

to retrieve from this phtograph of my face aDNA sample.

A BOSS IS TALKING TO HIS STAFF.

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KOREY KAY & PARTNERS

A VERY GUILTY YOUNGLADY WINCES.

BACARDIWING ITSILVER“DNA” :30

Page 2 of 2

BOTTLE

SUPER.

You will all be askedto furnish a sample of yourDNA.

For those who refuse therewill be consequences.

CROWD YELLS:Gimme aSiver!

Wing it.

POSITIONING #2

“FREE SPIRIT”

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60

Spread your wings.

71Spread your wings.bacardi.com

72Spread your wings.bacardi.com

73

Spread your wings.

bacardi.com

80

Spread your wings.

Freedomhas manymeaningsWhat’s yours?

bacardi.com

82

Spread your wings.

Freedomhas manymeaningsWhat’s yours?

bacardi.com

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Spread your wings.

Freedomhas manymeaningsWhat’s yours?

bacardi.com

84bacardi.com Spread your wings.

Big day. Very big day. Today is the day I walk into her office and tell her exactly what I think of her.

She will fire me. Good. The severence can pay for the

plane ticket to Yokohama.

85Spread your wings.bacardi.com

I went to college for six yearsso I can sit outside some old dude’s

office and listen to him lie to his wife.He can have his office and big salary

and size 44 waist. I’ve got youth.You can’t buy that.

86Spread your wings.bacardi.com

My job sucks.My Job sucks.My job sucks...

93

Itbridgesthe spanbetween burgersand sex

quitenicely.

bacardi.com Spread your wings.

94

Lubricateyour mindand yourprivates

will follow.

bacardi.com Spread your wings.

148

Let’sleave the

springwater forthe deers.

Okay?

bacardi .com Spread your wings.

95

POSITIONING #3

“DISCOVERY”

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Go for it.

101

Youhavebeenpathetic long enough.

Go for it.

102

It’s time you gave a crap.

Go for it.bacardi.com

106

Booty requires some effort.

Go for it.

bacardi.com

116

This shouldput the whole

vanilla isboring thing

to rest.

bacardi .com

Go for it.

145

The human body

requires8 hours sleep.

Ha, ha, ha!

bacardi .com

Spread your wings.

95

POSITIONING #4

“ALPHA GUYS”

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Your feeling of superiority isn’t a complex. Goforit.

bacardi.com

131

Don’t shirk your duty as a trendsetter. Goforit.

bacardi.com

134

Rank has its privileges. Goforit.

bacardi.com

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5

MAXIMIZE YOUR ICON

5

MASTER BRAND TEASERS

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Wing it.

bacardi.com

20

Wing it.

bacardi.com

24

Wing it.

bacardi.com

6

PACKAGING

BACARDI

SUPERIOR

12

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Bacardi USA architecture today / current packaging

anchor product

line extensions

sub-brands

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Bacardi USA architecture evolved / proposed packaging

premium core anchor flavors malt mixers

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4

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This proposal is the intellectual property of The Advertising Company, Inc. and cannot be used in whole or in part without its written permission.