As Halloween anticipation builds, Bacardí is plunging headfirst into the eerie season with two TV commercials that nod to iconic horror film elements. Set to launch in October, these ads are just a part of a more extensive campaign that also includes digital elements and a limited-edition bottle. They’ll be complemented by content shared across Bacardí’s social media platforms.
The first ad, titled “The Zombie,” unveils a spine-chilling scenario in a graveyard. Here, zombies unearth themselves, concocting a cocktail with a bottle of Bacardí fetched by bats. Meanwhile, the second ad, “Blood Moon,” showcases an unseen entity whipping up a cocktail in a dimly lit kitchen, with a static TV as the backdrop. A glowing Bacardí bottle is the centerpiece in both commercials.
Going beyond the TV spots, Bacardí’s digital embrace can be seen in their “Terrifyingly Good Playlist” available on Spotify and an upcoming Halloween-themed lens on Snapchat. Snapchat’s AR capabilities have long been harnessed by marketers, and the recent surge in using Spotify for campaigns, like DirecTV’s football initiative, showcases its growing significance in brand promotions.
With Halloween’s spending projected to touch a staggering $12.2 billion in 2023, a rise from the previous $10.6 billion, and 73% of people gearing up for Halloween festivities (as per the National Retail Federation survey), Bacardí is eager to tap into this lucrative market. Their specially crafted bottle serves as a collectible for rum enthusiasts and doubles up as a décor piece. This strategic move by Bacardí highlights the evolution of Halloween – from a kids’ celebration to a full-blown adult affair.
Brands are not holding back, and Bacardí isn’t the only one dipping its toes in the Halloween fervor. NYX Professional Makeup, for instance, has already unveiled a campaign that transforms Gen Z influencers into ghoulish figures.
Bacardí’s multi-pronged Halloween campaign is a testament to how brands are diversifying their marketing strategies to resonate with adult audiences. The seamless blend of traditional ads with digital forays suggests a new roadmap for brands looking to capitalize on festive seasons.