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Creative

BACARDÍ Fulfils Drinkers' Dreams with Cupboard Cocktails Initiative during Lockdown

BACARDÍ and BBDO New York partner with professional bartenders to turn pantries into elevated cocktail parties via Instagram

BACARDÍ Fulfils Drinkers' Dreams with Cupboard Cocktails Initiative during Lockdown

There’s no denying that people are getting a bit antsy after a few weeks of being confined to their homes. And by this point, most people are not only looking for something new and fun to fill their virtual happy hour time, they probably also have a pretty interesting collection of supplies lingering in their kitchen cupboards.

That’s why BACARDÍ has partnered with a team of talented bartenders and drink experts to launch 'Cupboard Cocktails' – an Instagram Live series that helps transform people’s random odds and ends into elevated rum cocktail recipes.

Starting this week, BACARDÍ is inviting people at home to submit their pantry ingredients through Instagram questions on the @bacardiusa channel. A featured mixologist will then create a brand-new rum cocktail recipe based on the top responses, and the following evening, will go live on the BACARDÍ Instagram channel to teach everyone at home how to make the drink themselves.

Each episode of 'Cupboard Cocktails' will raise funds for a different charity supporting the industry – such as the ‘U.S. Bartender’s Guild Emergency Fund’ or ‘Another Round, Another Rally’, where viewers can “tip their bartender” by texting to donate.


This activation is the latest effort from the BACARDÍ #RaiseYourSpirits initiative geared towards supporting the restaurant and bartending industry, which has been hit hard due to Covid-19. Just last month, Bacardi Limited donated $3 million in financial aid and support to struggling food and beverage businesses, and launched a text-to-donate feature, allowing consumers to show their support and contribute.

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Client

Client: Bacardi

CHIEF MARKETING OFFICER: John Burke

VICE PRESIDENT AND BRAND MANAGING DIRECTOR: Ned Duggan

CREATIVE EXCELLENCE DIRECTOR: Laila Mignoni

CREATIVE EXCELLENCE MANAGER: Avril Nunez

DIRECTOR, BRAND PUBLIC RELATIONS: Jamie Williams Cooper

Agency and production

Creative Agency: BBDO New York

Chief Creative Officer at BBDO Worldwide: David Lubars

Chief Creative Officer at BBDO New York: Greg Hahn

Executive Creative Director: Marcos Kotlhar and Danilo Boer

Creative Director: Taylor Marsh

Associate Creative Director: Bruno Borges

Junior Art Director: Mark Park and Woo Jae Yoon

Senior Project Manager: Noreen Masih

Head of Integrated Production: David Rolfe

Jr. Producer: Star Wingate-Bey

Production Manager: Tatiana Lanier

Sr. Business Affairs Manager: Kathy Bannon

Executive Vice President and Managing Director: Steven Panariello

Vice President: Josh Goodman

Account Director: Josh Freeland and Josh Goodman

Senior Social Manager: Clare McGough

Communications Strategy Director: Jen Leung

Production Company: BBDO Studios

Executive Producer: Andre Rowe

Post Producer: Luke Butler

Editor: Morgan Ammons and Alex Lubars

Public Relations Agency: Harrison & Shriftman

CEO and Co-Founder: Elizabeth Harrison

Senior Vice President and Brand Engagement: Veronica Rodriguez

Vice President: Erika Lam

Director: Anina Bose

Account Supervisor: Nikky Dudek and Heidi Smolevitz

Account Executive: Summer Ziernicki

Assistant Account Executive: Lizzie Nelson

Category: Alcoholic Beverages , Spirits

Genre: People