|Agency: McCann Erickson||Authors: Jo Pearce and John Howkins|
Bacardi Breezer - A seriously refreshed brand
Bacardi Breezer was introduced to the UK in 1994 and quickly became established as a successful new brand. This was largely because the product itself performed well and trial was stimulated through good levels of distribution, together with promotions that created awareness.
Yet, despite this success, the brand was fundamentally repositioned in 1995 to compete within the more competitive and dynamic sector of premium packaged lagers and ciders. Whilst this decision undoubtedly had risks, it was to prove worthwhile by achieving even better results in 1995. The success, however, was not just in sales but in building a strong brand that has long-term value for the parent company, Westbay Distributors.