Bacardi, as many of you will know, is a well-established brand in the spirits industry known for its flexibility for being used in cocktails around the world. They have some of the best marketing and distribution experts around and they deploy various tactics to tell compelling visual stories about their cocktails, mixologists and brands.
This case study based on the experiences of Martin Creates will teach you how to ensure you are capturing professional photography for similar brands that rely on visual storytelling.
Mixology photos taken by Martin Creates for Bacardi at The Donovan Bar in Mayfair, London
1. High-Quality Imagery:
Bacardi invests in high-quality professional photography at their shows, brand activations, studio photoshoots and general lifestyle stills and video content. For Bacardi, professional content creation means producing imagery and video that are crisp, visually appealing and well thought-through by the photographer or videographer. This is because they rely on their content to create a positive and exciting first impression; evoking a sense of sophistication and quality associated with the brand. High-quality and professionally captured stills will build trust and credibility among the target audience who are looking for products that are safe and taste good.
Premium mixology photography for Bacardi's HORECA distribution channel by Martin Creates
2. Social Media Presence:
Bacardi actively utilise social media platforms like Instagram, Facebook, and YouTube to share visually stunning content. Social media allows the brand to tell stories through images, videos, and captions, creating a dynamic and engaging narrative around its products. It keeps them ahead of competitors quite comfortably.
Black and white event photography at Bacardi's brand activation event in London, UK
3. Cinematic Advertisements:
Bacardi often produces cinematic advertisements and promotional videos that not only highlight the features of its products but also tell a story. These videos may include scenes of vibrant nightlife, exotic locations, or social gatherings, creating a lifestyle narrative around the Bacardi brand. This creates aspirational value for its brand vs competitors which is very important. This is all thanks to professional photography and video.
Cinematic mixology photography taken by Martin Creates at a Bacardi activation event
4. User-Generated Content:
Bacardi produce professional photography and videography around the world and this only encourages the consumers to share their own experiences and creations as well. User-generated content not only serves as authentic testimonials, but it also contributes to a diverse visual story that reflects the brand's versatility in different settings and occasions. They achieve this by leaving photog-opportunities scattered around event venues e.g. illuminated walls, large colourful signs, people in cool outfits and more.
5. Collaborations and Partnerships:
Collaborations with influencers, mixologists, and other brands allow Bacardi to create visually appealing and unique content. These partnerships often involve creative cocktail presentations, unique recipes, and engaging visual elements that contribute to the overall brand story. The importance of capturing these partnerships comes from the target audience's perception; if they perceive the other partnering body to be high quality and the photography and video captures this partnership properly, the end result will be increased brand strength.
An event photography showing the collaboration between Bacardi and The Don Bar in Mayfair, London
In conclusion, there are several important lessons to be made from Bacardi and their visual expertise when it comes to content creation. Plan ahead, have a clear vision and find the right team who can execute e.g. a professional photographer and videographer.
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