Introduction Bacardi 55DSL Store

Background
Bacardi is one of the most successful importers of alcoholic beverages with well-known brands such as Bacardi Razz and Bombay Sapphire. In 2007 Bacardi opened the Bacardi 55DSL Store in cooperation with fashion brand 55DSL. In this first guerrilla store for home parties everything is temporarily available in the field of fashion, music, eating, drinking and decorating, so that you can give the ultimate party in your own home.

Approach
In order to reinforce the expert role of Bacardi and introduce the theme of home parties, Het PR Bureau organised the PR for a dazzling opening party, exclusive interviews with printed, radio and online media and various campaigns with well-known Dutch people and marketing deals with titles such as Cosmopolitan.

Result
Publicity in a wide range of consumer media from the period before the opening of the guerrilla store to far beyond closing time. This resulted in an enormous rush at the store and the image of Bacardi was reinforced as an expert in the field of parties: in clubs, but also at home.

Yorick van Baarsel, marketing manager of Bacardi Netherlands: “The greatest challenge was the successful combination of the two strongest brands Bacardi and 55DSL, but this was not a problem for the PR Agency. I am very satisfied about how we operated, from the strategic PR plan to the various press reports about and press interest in the Bacardi 55DSL Store in the right media. because of the commitment and expertise of the PR Agency this project was very successful!”

Partners
Cooperation with variousdiverse specialised agencies: Fitzroy, Kumpany and Wink.