MUSIC+SOUND AWARDS 2023 WINNER SPOTLIGHT

BEST ORIGINAL COMPOSITION IN BRANDING

BACARDI - THE SOUND OF RUM ‘DO WHAT MOVES YOU’

Music Agency: Resister Music, London

Music Production: Laura Montarroso Daher + Hollie Hutton

Tracks:

1 - Siéntelo by Octopus To The Party ft It's Natascha
2 - To the Rhythm and The Groove by Khalysis
3 - Pura Vida by LKHN, AdELA + Tony Amante
4 - Báilala by Lapili + The Busy Twist
5 - Muévelo by Octopus To The Party + DEVA
6 - Shake Yah Body by Aaar, AdELA + Tony Amante

Agency: BBDO NY

Agency Music Producer: Julia Millison

Watch the case study and read all about Bacardi’s sonic branding below, brilliantly crafted by the trailblazing #MASAwards champions, Resister Music…

Introduction: We embarked on a journey to develop the sonic identity of BACARDÍ's Sound of Rum. Breaking free from traditional approaches, our mission was to define the brand's sound and translate it into a suite of assets ensuring a more holistic and consistent approach across all touchpoints.

Approach - To Define the Sound of Rum: To truly capture the essence of BACARDÍ's Sound of Rum, which beautifully blended various genres, we embarked on an exciting journey of sonic exploration. Using cutting-edge AI technology, we delved into the brand's historic music uses to discover the recurring elements that defined the very essence of this unique sonic experience. These core elements became the main recipe for the creative brief. We then worked with emerging artists to create a 6 track EP and a suite of Ritual Sounds that the brand could use to showcase their ‘The Sound of Rum’ and deploy across all touchpoints and markets.

Talent: Aligned with the brand's cultural heritage and our company's commitment to championing women and underrepresented talent, we collaborated with exceptionally talented artists from Spain, Latin America, the UK, and the Caribbean. Through this collaboration, we not only infused the tracks with diverse perspectives but also empowered and amplified the voices of these underrepresented artists.

The Global EP: We created, 'Do What Moves You’, BACARDÍs first 6 full track Spotify EP that served as the embodiment of BACARDÍs Sound of Rum and set the ideal atmosphere for any occasion. From 6 full-length commissioned tracks to shorter cutdown versions that were crafted to suit global campaigns.

Global Campaigns, Dynamic AR Integration: To elevate the experience further, we harnessed the power of Snapchat's augmented reality (AR) technology. Siéntelo, one of the EP's tracks, was seamlessly integrated into the AR experience, responding dynamically to the dance moves captured by the camera. Different gestures and movements triggered unique rhythm variations, creating a personalised sonic journey that perfectly matched everyone’s dance groove.

Ritual Sounds: In addition to the music tracks, we curated over 40 unique ritual sounds that were designed to enhance the multi-sensorial experience of BACARDÍ's products and drinks. These carefully selected sounds created a sensory journey, immersing consumers in a world of taste, texture, and pure enjoyment.

Music and Sound Guidelines: To ensure consistency and cohesiveness across all brand touchpoints, we developed a comprehensive document that serves as a guide to the brand's auditory experience.

Conclusion: This achievement marks just the beginning of an exciting and transformative sonic journey for BACARDÍ to ensure they have a clear and consistent approach to their music choices moving forward. Through defining ‘The Sound of Rum’ and putting a framework in place for sonic choices, we have ensured BACARDÍ have an own-able and recognisable sonic world moving forward.

Tracks: https://open.spotify.com/album/4zELXfmmeKMdTsnW118mEr?si=02j7ZhQTR463GeM0IwFhEA

Check out Resister’s site HERE