BACARDI USA

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AMBITION

To produce a creative and out of the ordinary multi-brand showcase for BACARDI Ltd. portfolio at Tales of Cocktail in New Orleans, the world’s premier trade conference dedicated to the advancement of the cocktail craft.

ACTION

Giant Step created an immersive, multi-area showcase for 1,200 of the world’s leading cocktail industry influencers. The experience was entitled “Awaken Your Spirit” and themed around spirit animals, a concept which was carried through all aspects of production design and brand activation. New York electronic band ASTR performed along with New Orleans radio personality DJ Soul Sister while roaming spirit animal characters engaged attendees with an interactive photo booth, elaborate animal masks, and a traditional New Orleans BBQ menu. Each bar in the venue was merchandised to highlight a different brand and its signature cocktails. 20 signature cocktails were developed especially for the event, and 30 of the world’s top mixologists were engaged to serve the cocktail and educate the attendees on the recipes.

IMPACT

BACARDI’s “Awaken Your Spirit” successfully engaged the cocktail influencer trade, with over 1,200 attendees from the trade show. The event stood out among a crowded brand space with multiple competing events happening every night. The program continues with another stop at Portland Cocktail Week in October 2014.