participating UK venues
03 / Case studyBACARDÍ · UK → Global
WHAT IF THE WEATHER COULDSELL MORE
SELL MORE
RUM?
I led the BACARDÍ UK On Trade activation and helped turn a temperature-triggered promotion into a scalable digital growth model connecting media attention with physical rate of sale.
Digital commerceOn TradeInnovationCustomer marketingScaling
SUN’S OUT. RUM’S OUT.When Britain hit
When Britain hit
20°C,
the campaign came alive.
Instagram and Facebook connected summer attention to a free BACARDÍ Mojito in more than 600 participating venues.
Generating attention is one challenge. Turning it into an order at the bar is another.
In 2019, we saw an opportunity to connect digital marketing directly with physical On Trade behaviour: react to summer, rather than simply advertise it.
Turn the weather
into the trigger.
20°ON
Simple enough to understand instantly.
Smart enough to connect demand with place.
From thumb
to bar.
Digital activity wasn’t simply generating impressions. It was designed to generate behaviour.
- 01Social ad↓
- 02Age verification↓
- 03Landing page↓
- 04Registration↓
- 05Voucher↓
- 06Venue locator↓
- 07Redemption↓
Between the idea
and the system.
I led the activation from the BACARDÍ UK On Trade team, shaping the mechanic, consumer journey and customer proposition across brand, digital, sales, agencies and venue partners.
Could digital marketing directly influence physical rate of sale?
That question became bigger than the original campaign.
of drinks claimed
significant new consumer relationships
improved promotional efficiency
THE CAMPAIGNSUN’S OUT.
→SUN’S OUT.
RUM’S OUT.
THE CONSEQUENCEDIGITAL ROS
DIGITAL ROS
@ SCALE
One activation revealed
a repeatable capability.
Digital demand→Incentive→Venue→Redemption→Measurement→Relationship
Four adaptable redemption models gave markets a practical starting point without asking each team to rebuild the same system.
EPOS
A direct connection between the offer and the venue’s point-of-sale system.
Swipe
A simple staff-assisted redemption journey on the consumer’s phone.
Bar ID
A venue-specific code connecting the claim to the point of service.
Geo-fencing
Location as the signal that links digital demand to a participating venue.
Turn learning
into leverage.
I went on to lead the Digital ROS work across markets, helping codify the model and turn campaign learning into a practical framework.
Strategy
Connecting digital consumer demand directly with On Trade Rate of Sale.
Consumer journey
Defining a repeatable route from media exposure to physical redemption.
Commercial integration
Connecting marketing activity with customer and sales objectives.
Cross-functional leadership
Working across brand, digital, customer marketing, sales, technology and markets.
Measurement
Building redemption and commercial behaviour into the model.
Playbook & adoption
Turning lessons into a framework and supporting international teams.
The breakthrough wasn’t
a free Mojito.
It was recognising that digital marketing could become part of the commercial infrastructure of the On Trade.
UK venues in the original activation
scalable redemption models developed
BRANDS
a BACARDÍ activation became a portfolio capability
MARKETS
from UK proof-point to international adoption
The best activation ideas
can become infrastructure.
Marketing teams naturally think in campaigns. But sometimes the real value sits underneath the campaign.
Creativity created the proof point.
Scalability created the value.
- Brand
- BACARDÍ
- Business
- Bacardi Limited
- Initial market
- UK
- Role
- BACARDÍ UK On Trade / Digital ROS project leadership
- Initial activation
- Sun’s Out, Rum’s Out
- Subsequent platform
- Digital ROS @ Scale
- Disciplines
- Customer marketing, digital commerce, On Trade, consumer activation, first-party data, innovation, playbook development and market scaling