nicksmutsdesign

The Brief

Independent study:

For my final multimedia design project, we were given free reign to decide what we were going to produce to show what we can do, but also give us the chance to produce something we may not have been able to otherwise attempt.

The brief I set for myself was to produce a creative brand communications tool for Bacardi Superior White Rum, revolving around the Bacardi Mojito and aligned with Bacardi’s rebranding campaign of, ‘Bacardi Together’.

I decided to design and build a portable mojito bar that could be used as a promotional tool for Bacardi, a product to be sold by Bacardi and or to be used by Bacardi representatives to create brand awareness and gain market share.

I set a budget for myself between R1000 and R1500, unit cost price, excluding labour, to build the prototype, so that it would be a viable product for manufacturing. My estimate was that after labour, excluding value added tax and allowing room for discounted prices due to large-scale manufacturing, the bar could be produced at approximately R1000 per unit. Allowing it to be sold between R2000 and R3000 at a profit of around R1500.

The bar would also need to be durable, user friendly, light enough to carry, aesthetically pleasing and most of all, aligned with the Bacardi brand.

Inspiration

Having worked in the hospitality industry for over 2 years, I have grown a passion for food and beverage. There is a saying that goes; “To cook is rewarding, but to be cooked for, is luxury”. You’ll wonder why I say that, because it under minds the essence of my bar in that the emphasis is on the reward for doing it yourself. However, this is the key human truth that I have incorporated into this product. They say knowledge is power and through encouraging people to learn to make cocktails themselves, it brings out the inner creator in everyone. The fact that the bar is portable and can be made use of in almost any situation where the enjoyment of alcohol is legal, extends the reach of the brand further than the somewhat small target market of keen mixologists and location dependent establishments.

My first encounter with the Bacardi brand was at the restaurant I work at, where Kevin Snyman, the Bacardi brand Ambassador for South Africa, trained staff and customers in the art of mixology, regarding the three original classic Bacardi invented cocktails, the Cuba Libre, the Orignal Daquiri and the Mojito. This got me thinking how I could extend that short experience, to create long lasting relationships between consumers and the Bacardi brand.

Research

BACARDI^® RUMS UNVEILS THE “BACARDI^® TOGETHER INDEX”

STUDY ON THE JOY OF GETTING TOGETHER

In-depth survey looks at impact of connecting through social media on human emotions during the holidays and throughout the year

Coral Gables, Fla, (November 23, 2010): As the holiday season approaches, BACARDI^®, the best-selling premium rum and the most-awarded rum in the world, today unveils a pioneering research study called the BACARDI Together Index.

The BACARDI Together Index uses an unprecedented 146 questions from a national survey of 5,000 American adults, aged 21 to 80+ years, to understand and summarize the dimensions of social connectedness. The large sample and volume of questions allows for a comprehensive evaluation of social connections in a way never before done.

BACARDI, throughout its history, has held a long-standing belief that the importance of spending time with friends and family is the key to our overall feelings of happiness and well-being. This index is a grand summation of the effort by BACARDI to get people thinking about how they prioritize their time and how social life affects general well-being.

Key findings of the BACARDI Together Index are as follows:

“Social media togetherness” is not the same as “in-person togetherness.” Social media togetherness is quicker and less emotionally meaningful amongst respondents.

64 percent of respondents believe being together with family and friends is important, more so than getting a raise (51 percent), having a career (47 percent), and having the best of everything (30 percent).

“Being together” is closely associated with general well-being, as 84 percent of those with high togetherness also have high well-being.

The holiday season is the kind of occasion that is most likely to encourage people to get together. Significant events like birthdays, the 4^th of July and Mother’s/Father’s Day are also big. All these occasions inspire the greatest level of connectedness to others, with at least 57 percent of people feeling highly connected during these times.

At least 59 percent of respondents cite that togetherness has many benefits including: the fun times enjoyed together, being part of a friendship group, makes time more meaningful, and takes your mind off problems.

The primary factors that prevent togetherness are: lack of money (58 percent), lack of friends (43 percent), geographic distance from friends and family (40 percent), and finding the time to be with others (50 percent).

Across the country, and looking at the areas where people live within the regions, those who live in cities (47 percent) or just outside a city (44 percent) appear to have more physical and emotional togetherness versus those living in the suburbs (38 percent) or rural areas (31 percent).

VIRTUAL VS. FACE-TO-FACE TOGETHERNESS

BACARDI believes in the joy of face-to-face connections and that humans are meant to socialize and are actually enhanced as individuals when they feel ‘together’. Social media allows humans to socialize, which in many cases has led to an increase in one-on-one time with others. While “social media togetherness” has proven to be a positive way to connect with other people, social media togetherness is quicker and less emotionally meaningful amongst respondents.

Ben Mezrich, author of The Accidental Billionaires: The Founding of Facebook, a Tale of Sex, Money, Genius and Betrayal (recently adapted into major motion picture, ‘The Social Network’) said, “What I’ve learned from examining the lives of the founders of Facebook is that nothing replaces the human spark that generates human connections. In fact, it was that human spark that led to the birth of Facebook, and it is that spark that fuels the essence of true human connection. As the lives of Americans become busier and faster, sometimes it helps to just take a step back and analyse how truly connected we feel.”

THE AMERICAN PURSUIT OF WELL-BEING AND HAPPINNESS

The BACARDI Together Index delves into the specific importance of physical and emotional connections and compares the weight of those connections with the level assigned to other things in life. Perhaps not so surprisingly, the single most important issue to Americans is their well-being. Eighty-five percent of respondents say that being a sense of well-being is very important to them. Beyond well-being, the survey shows that Americans place high value on being connected with others.

The following were cited as important to the respondents:

77 percent: “being together with family”

77 percent of people who say they feel ‘together’ also say that they are very happy

73 percent: “having close, meaningful relationships”

73 percent of those that are more socially engaged say they have very warm feelings toward almost everyone, while only 56 percent of less socially engaged people agree

70 percent: “family gathering together for special occasions”

68 percent: “staying in touch with others”

62 percent say that having friends that are like family and being together with friends is important

CITY MOUSE VS. COUNTRY MOUSE

Across the country, and looking at the areas where people live within the regions, those who live in cities or just outside a city appear to have more physical and emotional togetherness.

Almost half (47 percent) of those living in the city and 44 percent of those just outside a city score in the highest range of the BACARDI Together Index, compared to those living in the suburbs (37 percent) or rural areas (31 percent), deflating the notion of closed-door cities and friendly countrified areas.

In fact, the most surprising figure may be that the city that is the most ‘together’ is Los Angeles at 49 percent with NYC a close second at 47.8 percent, while other more ‘friendly to visit’ cities such as Chicago (41.7 percent), Minneapolis (36.8 percent), Boston (36.4 percent) and Denver (31.5 percent) say they are less together.

Perhaps those who live in cities or just outside cities are more together because of the activities they choose to engage in with others? Those in the city or just outside the city tend to spend more time engaged across a variety of activities:

Activity	In City	Outside City	Suburb	Rural
Shopping	44%	45%	33%	32%
Drinking cocktails	28	29	20	18
Discussing personal life events	51	45	42	40
Going to movies/concert	27	25	14	10
Attending Happy Hour	20	16	8	6
Going to bars/night clubs	21	18	10	7
Attending dinner parties	16	15	8	5

Dr. Ken Dautrich, senior consultant to The Pert Group, Lead Researcher of the BACARDI Together Index, said, “We were surprised to find that people living in the suburbs are less connected than those in the city who lead very full lives amongst the hustle and bustle. The fact that so many Americans who we typically associate as being more together actually aren’t goes against the perceived norm. In such changing times, people in the suburbs should get together for the sake of their happiness and well-being”.

TOGETHER AT THANKSGIVING

Thanksgiving is one of two occasions during the year when Americans say they enjoy the bond of togetherness.

77 percent are just as likely to get together for Christmas/Hanukkah/Kwanzaa.

76 percent say that they are very likely to get together with others on Thanksgiving.

Not only are Americans most likely to share the bonds of togetherness on Thanksgiving Day, but the physical and emotional connectedness that they feel with others on Thanksgiving is also very high – 76 percent – higher than any of the other national holidays, Mother’s/Father’s day or simply hanging out with friends, except for Christmas/Hanukkah/Kwanzaa which rates at 77 percent on the togetherness stakes.

Toby Whitmoyer, Vice President, Brand Managing Director, BACARDI Rums said, “The BACARDI Together Index highlights that although we are connecting, those connections aren’t as meaningful as they could be. Connecting through the likes of social media is quicker and less emotional so we are actually feeling less together. It seems clear that having that time to get together with friends that are important to us is not only satisfying, but also a way to feel happier. We want to remind people that the holidays shouldn’t be the only time of year that they get together with friends.”

BACARDI hopes that as a result of the BACARDI Together Index, consumers will be reminded during the holidays of this feeling of happiness and continue to plan gatherings with friends and family beyond the festive season. For more information, as well as simple entertaining tips and recipes to further your “Together” moments with friends and family, whether during the Holiday season, or beyond, please visit www.facebook.com/BACARDI.

-ENDS-

For additional information:

Sean-Patrick M. Hillman, EVP

CORBIN-HILLMAN COMMUNICATIONS

212-246-6528 / Sean-Patrick@corbinpr.com

Joe Gerbino, Senior Manager, Corporate Communications & Public Relations

BACARDI® U.S.A., INC.

786-264-8421 / jgerbino@BACARDI.com

NOTES TO EDITORS:

The BACARDI Together Index

The BACARDI Together Index was conducted by The Pert Group, who interviewed a representative cross-section of 5,000 members of the American public between October 1, 2010 and October 18, 2010. Comprised of adult respondents 21 years of age and older throughout all 50 states and the District of Columbia, the sample parallels key characteristics of the American population, including gender and race, as defined by the United States Census; the overall margin of error was plus or minus 2 percent at the 95 percent confidence level. Respondents were members of an internet panel, and those completing the survey received a point-based incentive for their participation. The survey was conducted online, with an average interview length of approximately 19 minutes.

About BACARDI Rums

In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí Massó revolutionized the spirits industry when he created the world’s first premium white rum – BACARDI. The unique taste of BACARDI Rum inspired cocktail pioneers to invent some of the world’s most famous drinks including the BACARDI Mojito, the BACARDI Daiquirí, the BACARDI Cuba Libre, the BACARDI Piña Colada and the BACARDI Presidente. BACARDI Rum has won more than 300 awards for quality and product profile. Today, BACARDI Rum is made in Puerto Rico and Mexico where it is crafted to ensure the taste remains the same today as it did when it was first blended in 1862.

About BACARDI U.S.A., Inc.

BACARDI U.S.A., Inc. is the United States import and distribution arm of one of the world’s leading spirits and wine producers. The company boasts a portfolio of some of the most recognized and top-selling spirits brands in the United States including BACARDI rum, the world’s favorite and best-selling premium rum, as well as the world’s most awarded rum; GREY GOOSE® vodka, the world-leader in super-premium vodka; DEWAR’S® Blended Scotch Whisky, the number-one selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top-valued premium gin in the world; CAZADORES® blue agave tequila, the number-one premium tequila in the world; MARTINI® vermouth, the world-leader in vermouth; and other leading and emerging brands. http://www.BacardiUSA.com

About The Pert Group
The Pert Group is a research-based consulting firm headquartered in Bloomfield, Conn., with offices in Kansas City, Mo., and Pittsburg, Penn. Established in 1978, the company integrates financial, attitudinal and behavioral information to bring clarity to business, brand and marketing decision making. Providing comprehensive decision support in the areas of Innovation, Positioning and Performance, The Pert Group facilitates growth strategies and improves business outcomes for local, national and international clients. The Pert Group is a long-standing member of CASRO and ESOMAR. For more information, visit http://www.thepertgroup.com

DRINK TOGETHER RESPONSIBLY.

BACARDI.com

Design

The design process consisted of rough scamps and sketches to detailed drawings, digitized Photoshop designs and 3D mock ups. The design took approximately two and a half weeks and was adapted along the way through the build.

The aesthetics of the outside of the box, as well as the inside, have the opportunity to be changed for different styles of the bar. For example, the box could be left with a wooden varnished finish, be painted black, or even styled with Cuban beach murals, etc.

The dimensions of the woodcut outs are as follows:

1 x 382x452mm

4 x 470x200mm

2 x 382x200mm

2 x 470x182mm

6 x 200x182mm

1 x 182x382mm

1 x 100x382mm

See addendum:

Figure 1.1

Figure 1.2

Figure 1.3

Itemized billing

PennyPinchers (Lansdowne rd, Kenilworth)

Plywood: R197.81

Cutting: R43.86

Total: R275.50 incl. vat

Glass Rack (Lansdowne rd, Kenilworth)

Mirrors: R70.00 incl. vat

Les Collectables (Wynberg main rd)

Handles: R90.00 incl. vat

Core Catering (Sir Lowry rd, Salt River)

Crockery/Tools

Glasses: R32.00 x 4

Knife: R4.95

Bar Spoon: R17.00

Gomme btl: R15.00

Ice Crusher: R100.00

Total: R264.95 incl. vat

Osmans (Lansdowne rd, Kenilworth)

Lights: R7.00 x 4

Batteries: R6.10 x 3

Total: R52.90 incl. vat

Mica/PennyPinchers

% of paint, nails, screws, glue, clips, magnets and odds and ends

Total: + – R200.00 (estimate)

BACARDI endorsed pre existing elements

Eg: Swizzle Sticks, Muddler, Boston Shaker, Mixing Glass, Music Speaker, Speed Pourers and Coasters

Total: + – R500.00 (estimate)

Total: R1435.00 incl. vat excluding labour

R1235.00 excl. vat

User Testing

The box is slightly too heavy, weighing in at just over 10kg, which makes it harder to transport long distances by hand. This can be resolved by two means: The first would be to add wheels. Carrier bag pull out wheels would be the most effective, aesthetically pleasing but not very cost effective. The second, would be to change from using glass wear to using plastic cups which would bring the weight of the box but also the cost of the box down. The cups could also be stacked, allowing for more room and help incorporate more people.

The process of crushing the ice is the most ineffective of all. Most people who tested the bar said they would give up on crushing ice after a while and just use cubed ice. This is a problem that is unfortunately somewhat unavoidable. However, an alternate method of re-using the same ice can be utilized to cut down on crushing more and more ice. Once you have finished your mojito, instead of throwing out the left over ice as well as the limes and mint, it is recommended that users re-muddle and mix the equivalent of four mojito’s in the mixing glass, shake it up and pour over the old mojito’s, re-using the ice, thus eliminating the crushing process.

Advertising and Promotion

This bar is an ideal and relatively affordable way of creating brand champions within the heavily saturated alcohol brands market throughout the world. With the potential banning of alcohol brand advertising in South Africa looming, alcohol brands will have to look for other avenues to promote their brand to keep top of mind with consumers and increase purchase intention. A good example of this is the ‘co-branding’ of the pseudo brand “Vuyo” and “Vuyo’s meats”, achieved by a well known local beer brand.

An additional means of promoting the brand without direct brand advertisement is through product endorsement. For example, the Bacardi Mojito Bar can be endorsed through a partnership with Spar and Spar Tops. Spar already stocks limes and mint leaves, placed within a similar section of the stores. Spar Tops already stocks Bacardi. What they can then do to utilize this link, is to place all three, within the same fridge space with Bacardi and Spar Tops branding.

Therefore with minimal cost to both brands, they can promote the purchase of limes and mint with Bacardi using a discounted offer to increase the trend of Mojito’s as a preferred drink. The Bacardi Mojito Bar can be used as an incentive to buy into the promotion with the chance to win one of the bars. This is also aligned with Spar Tops’ already existing campaign of, “Shake Things Up”.

Bacardi brand ambassadors and representatives at functions, training sessions, promotions, etc can also utilize the bar. Through going that extra mile and bringing their own branded kit, the representatives will further impose the brands quality whilst promoting the bar as well.

References

Bacardi Index

Special thanks

Kevin Snyman (Bacardi brand Ambassador South Africa)

Hussein (Carpenter)

Silas Crawley (Industrial Design student)

Cape Craft and Design Institute (Fab Lab)

Miscellaneous

Broadcast – Party of Four

2nd Year Portfolio

Brand Challenge 3rd Year – Dion Wired

Brand Challenge 2nd year – Apollo Tyre’s SA

Bacardi Mojito Bar