H&S REACHED ALMOST 400 MEIDA IMPRESSIONS USING THIER MEDIA RELATIONSHIPS TO SECURE OVER 100 PIECES OF COVERAGE FOR THE BACARDÍ SOUND OF RUM EVENT.
The Sound of Rum is the unique intersection of music and rum, where the two blend to bring people together and ignite the world through celebration. First introduced in 2017, the Sound of Rum has become more than just music; it’s become a cultural and creative movement that blurs the lines between reggae, dancehall, hip-hop and electronic music, bringing music fans from different genres together to experience a true BACARDÍ party.
H&S created a steady drumbeat of buzz and excitement surrounding the partnership between BACARDÍ and musical trio Major Lazer, leading up to The Sound of Rum – taking place in Miami on Memorial Day weekend.
H&S created a compelling narrative to announce the various activations surrounding the partnership and event that helped change the perception of BACARDÍ to being a “cool” brand and a premium spirit of choice! The campaign generated 113 pieces of coverage; and almost 400 million impressions.