Bacardi Rum incorporates community and self-expression in its latest lifestyle-focused global marketing campaign.
The spirits giant is hosting a series of global speakeasy-style events centered on music, dance, and urban streetwear starting this June.
The events begin on June 8 with an RSVP-only speakeasy-style pop-up event in New York City hosted in partnership with Stadium Goods, a premium retailer of sneakers and apparel. It is said that the kick-off will feature a Caribbean-themed party.
- Similar events will follow in other parts of the U.S., Spain, Germany, Austria, and other countries. The company will also make special appearances at various music festivals, including one in Amsterdam in October.
- According to a Bacardi press release, event attendees will be gifted a Dancing Shoes NFT, which can be traded for a "one-of-a-kind" physical pair of sneakers.
- Bacardi will also debut a "Do What Moves You" custom AR lens on Snapchat at its upcoming pop-up event in New York.