How Bacardi transforms it’s brand image!
Bacardi Limited is one of the few alcohol brands in the world who talks about Corporate Social Responsibility (CSR). A very young and dynamic brand sets a tone of maturity and responsibility to their brand image.
In addition to their plethora of campaigns, the company recently announced:
® Bacardi Rum Cuts Greenhouse Gas Emissions By 50%
I am inspired and hopeful of the future with global brands, like Bacardi, who incorporate long term sustainability into their business model. In a capitalist society, it is important that businesses contribute to social impact, inclusive of the environment and education.- Julie Milroy Vice President Supplier Development and Marketing Southern Glazer’s Wine & Spirits
Portrayal
Bacardi has their own sub site on their landing page about CSR. Their initiatives contains four parts Good Future: which talks about culture and treating employees as families,Good Choices: responsible drinking, Good Sources: No harm to the environment while sourcing raw materials, Good Footprint: Sustainable use of plastic and reducing green house gases.
Apart form website, Bacardi’s initiatives of CSR went viral on social media and specially instagram. Peppy and Jazzy videos are shared on socials at least once a month which strengthens the message of being responsible in netizens.
Backed by Influence
Bacardi chose Leonardo DiCaprio for CSR Campaign of removing 1 Billion Plastic Straws. Leo is known for his accountability and trustworthiness and a fan following of Billions all over the world, which gave a huge reach for Bacardi. Including social events and posting from Leo’s handles increased engagement for the brand.
“The Good Spirited initiative was launched in 170 markets where we sell our brands, 75 offices, and in each of our 29 manufacturing and bottling facilities,” says Amy Federman, Bacardi director of corporate communications.
Communications objectives for the initiative included: positioning Bacardi as best-in-class for CSR in the spirits industry; educating global internal and external stakeholders on Bacardi’s sustainability commitment; and inspiring audiences — employees, sales, partners, new recruits, and consumers — to take action at work and at home to promote the sustainability commitment.
Success!
The brand very swiftly took his positioning to be one of the responsible and best-in-class brand in the spirit industry which makes them look apart which is a great example of how CSR can shift the brand image. The perception of only ‘a very young and dynamic’ brand was bashed. Earned media coverage: The quality, not just quantity of earned media coverage, is key for Bacardi. Cision tracked sentiment, prominence, and top media and authors, as well as pickup on key messages, goals, and initiatives as defined by Bacardi. It made an impression to it’s consumers of Millennials, Gen Z who are strongly committed to social causes. Climate chnage is one of the leading concern for their TG.
Signing off,
G
